EMI Launches Pre-Paid DRM-Free Download Promotion With Burger King

The fast food chain will be the first to distribute a series of codes offering customers the opportunity to download a pre-paid, DRM-free EMI track from a campaign website.

EMI Music yesterday announced a new partnership with Chicago-based digital agency VerveLife, under which EMI will open up its extensive digital music catalogue for VerveLife’s global brand promotions and “loyalty experiences.”

The partnership gives VerveLife’s brand partners access to a significant portion of EMI Music’s catalogue in order to offer their consumers higher quality, DRM-free downloads via global promotional campaigns. EMI Music’s recent decision to offer DRM-free downloads has paved the way for brands to engage with and utilize digital music in their campaigns.

Burger King will be the first of VerveLife’s brand partners to take advantage of this opportunity with the company rolling out a test campaign in the UK. Under the campaign, consumers will be able to search for, sample, and download a pre-paid EMI Music track from a specially created microsite after inputting a unique code given after making a purchase. The microsite will also have links to allow consumers to purchase additional tracks from EMI artists.

Barney Wragg, Global Head of Digital, EMI Music, comments “EMI’s recent decision to drop DRM has had a hugely positive impact on our potential to collaborate with brands in order to offer consumers downloads that they can play across all digital music players. We are very excited about this deal with VerveLife which provides the perfect platform for us to partner with a wide spectrum of high profile brand names such as Burger King.”

Justin Jarvinen, founder and CEO of VerveLife, comments, “This agreement significantly alters the landscape of the $500 billion per year promotion industry. Consumers are increasingly asking for digital rewards such as music, movies and games. With this partnership, VerveLife can now reward tens of millions of consumers worldwide with instant access to some of the hottest music on the planet, in MP3 format. We’re proud to be partnered with EMI and look forward to bringing the most innovative and successful digital promotions to market with them.”

Giles Harris, EMI Music UK’s Head of Business Development believes that “This programme illustrates perfectly how EMI continues to break the mould, by working with new partners in new ways to tap into fresh revenue streams and promotional opportunities for our artists.”

This announcement by EMI is further proof that it is constantly thinking outside the box in an attempt to stay relevant in the digital music age. Unlike other record labels they’ve not only made their catalog available DRM-free on iTunes but, are consistently working to come up with new ideas to reach their audience. Bravo EMI.

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