EMI Records is the first major label to sign up to a new music service which utilises what I believe is known as 'super distribution' as both a marketing and sales tool.
Currently being beta tested, the eListeningPost service allows artists and labels to send tracks or videos, or ePreviews, directly to their fans' email addresses. Using a Microsoft or Real DRM (depending on the fan's preference), recipients can then watch or listen to content five times after which they are locked out but offered the chance to buy the track from the download platform of the artist or label's choice, which might include eListeningPost's own platform where the artist or label sell direct to their fans via PayPal. Crucially fans are encouraged to email on or share the ePreview file with friends, providing the artist or label with an organic viral network - which is where the 'super distribution' bit comes in.
EMI have confirmed they will trial the new service with some of their artists, with other majors reportedly in talks with the London based company behind the service, but eListeningPost will also make the technology available to any independent label or unsigned artist for a nominal monthly subscription.
Greg Holloway, one of eListeningPost's founders, told CMU: "Having the backing of major labels is great and the meetings we have had with EMI, Warner and SonyBMG have certainly helped validate our business, though we're keen to point out the benefits for all musicians. The fact that eListeningPost allows artists to control the promotion, sale and distribution of their music around the world at a very low cost and also benefit directly from advertising makes eListeningPost a great solution for both major record labels and unsigned musicians in bedroom studios".
Keith Harris, Director Of Performer Affairs at UK recording rights society PPL and Chairman of UK music business network MusicTank, and another founder of the new service, added: "I see this as a way that artists can communicate directly with their fans, and also get paid for the use of their music on their own terms".