Both HMV and Virgin are lining up the gimmicks for the launch of their respective download platforms in the next week. For HMV, The Who are teaming up with McFly to record a new version of 'My Generation', while Richard Branson is planning on launching the Virgin service via a hologram version of himself, which is just as well because the launch is in London and he's in the Caribbean.
Bigging up the 'My Generation' project, HMV Head of Digital Mark Bennett told reporters: "One of the wonderful things about music is the way it spans all generations to bring fans together, whatever their age and background. 'My Generation' is, without doubt, and all-time classic... I can't think of a better iconic anthem for HMV's new download service as it reaches out to existing fans and a new generation of music buyers alike."