Napster and US retailer Best Buy have this week confirmed a strategic marketing alliance that will "leverage the power of both brands to drive new subscribers to Napster and deliver a wide range of digital music experiences to Best Buy's entertainment and technology customer base." Whatever that means.
The deal will see Napster get promotion aplenty in Best Buy stores and the Napster service will be made available via Best Buy's online e-tail operation. Best Buy, in return, get a special deal on Roxio kit to sell in their technology departments. The two parties will also most likely participate in some joint advertising.
Confirming the deal Best Buy VP Digital Entertainment Scott Young told reporters: "Best Buy believes that the strength of the Napster brand, together with the experience of Napster's subscription service, makes this an ideal digital music solution for our customers. Napster's compatibility across many of the digital music devices, hardware and software platforms that Best Buy offers, coupled with the exciting opportunities to offer exclusive content, will create very compelling customer solutions in digital music."
Napster boss Chris Gorog added: "We are very excited to begin this strategic retail initiative with a partner of this calibre and one that shares our conviction that subscription services provide the most compelling consumer offering in the digital music market. Best Buy, with its proven success of driving millions of digital subscriptions, has a unique understanding of how to successfully market the Napster subscription experience."