Apple is partnering with music label EMI to release the first iTunes pass offering listeners a continuous stream of music, videos and other content from their favourite artists. For a fee of USD19, iTunes customers can purchase the new Depeche Mode album published on EMI and receive additional content produced by the band for the period of their subscription. The album costs USD9 without the pass.
Other bands may follow suit. EMI has contracts with The Beastie Boys, Blur, Coldplay and Kylie Minogue.
?As we work to better understand music consumers and help create stronger connections between fans and artists, we are pleased to work with Apple and Depeche Mode to kick off iTunes Pass,? says EMI president of music services, Ronn Werre.
The release marks one of the first times a major record label has got involved in an innovative distribution project. New methods of distributing music, such as Radiohead’s release of In Rainbows for a price chosen by individual consumers, tend to be undertaken by bands going it alone. Analysts say the pass may have significant implications for the way the music industry relates to consumers, not least in its battle with music piracy.
StrategyEye's related categories: Music Delivery Services - Physical, Music Labels - Major Labels, Video Delivery Services - Video Distributors, Online Music, Music Delivery Services - Digital Distributors, Music Portals - Podcasts & Audio Books, Content Delivery Networks
StrategyEye's related companies: EMI Group, Apple, Inc.
