EMI unveils new digital deal
February 18th, 2008 by Thomas
Troubled record industry giant EMI has launched a new service which will give customers free music. The multi-territory download deal has been made with the Licensing Agency and Ligthtspeed Research. Consumers will receive free music after completing one of Lightspeed’s market research questionnaires. Giles Harris, head of music and brands said: “This new deal demonstrates perfectly how we are maximising the versatility of our music and videos through branded online incentivisation promotions.” The label has been accused of failing to grasp the importance of digital marketing and this week announced it was to shed more than 1,500 jobs. Before the cuts, it announced it would launch “a series of wide-ranging initiatives within its recorded music division” which would “enable the group to become the world’s most innovative, artist friendly and consumer-focused music company”. Fans who downloaded Radiohead’s album were quickly targeted by the band’s merchandise company, hoping to generate more income.
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