Xbox is pushing live experiences through its online entertainment network for the Xbox 360 system, which is approaching its one-year anniversary as a live platform. Users can compete in online multiplayer games, downloadable games and demos, as well as music videos and movie trailers, and a plethora of new content tapping into the subscriber base for promo purposes.

On Nov. 2, Showcase’s Kenny Vs. Spenny got some play when Kenny Holt took on Xbox players in a one-hour evening battle of Call of Duty, while co-star Spenny Rice cheered on the Xbox contenders. While gamers were taking up Kenny’s challenge, US superband Incubus launched free videos from their new album light Grenades, which doesn’t hit stores until Nov. 28. The video Anna Molly was made available for free on Xbox Live Marketplace, and select Xbox Live Gold members also got the opportunity to compete against the band live in Gears of War for a 90-minute Xbox Live ‘Game with Fame’ session. The event was the latest in a series of Xbox live artists of the month, as part of a deal between Microsoft and Epic Records.

There are four million subscribers for Xbox Live, expected to hit six million this holiday season.