Talking of EMI's DRM free music, the major has announced a new partnership with TLC Marketing which will see the major providing access to DRM free tracks as part of brand promotions created by TLC. That is to say, TLC will put together promotions for various brands (past clients include Samsung, First Direct and British Gas) which enable those brands to offer their customers exclusive access to special DRM free EMI offers. The DRM free content is of more interest to brands looking to enter into these kind of partnerships, because DRM free tracks are accessible to all of any brand's consumers, not just consumers who own a compatible digital music player.
Confirming the TLC deal, EMI Music UK's Head Of Online Sales, Graeme Rogan, told CMU: "This is a fantastic opportunity for EMI and TLC to work on high profile third party promotions - a move EMI feels is key to our strategy of opening up new and incremental revenue streams in the digital world. TLC is a company with a proven track record and we are confident that our partnership with them will generate mutually beneficial results".
TLC Marketing Director Sharon Gold told CMU: "We are delighted to be working in partnership with EMI to give our blue chip clients the opportunity to boost their sales, launch new products and engender loyalty with this high value incentive. Music downloads netted a massive $2 billion worldwide in 2006 so with this burgeoning market we are anticipating that this new incentive will have both our clients - and their customers - dancing in the streets".