EMI forges brand ties for music download stores

by Gareth Jones, Marketing 30-May-07, 08:30

LONDON - EMI is partnering with some of the world's biggest brands, including Adidas and Visa, to launch a series of branded music download stores.

The music company is making available its back catalogue of more than 20,000 tracks from artists including Corinne Bailey Rae and Robbie Williams for brands to sell online. Brands will be able to choose to offer anything from tracks used in their latest ads to a more extensive offering.

EMI, which last week agreed to a buy-out by private equity group Terra Firma,

has partnered with Adidas to launch a store where users can download songs used in its 'Impossible is nothing' campaign, for example. Users can buy individual tracks for 79p and albums from £6.80.

The music company is planning similar initiatives with Argos and Samsung. 'It is a great way to help brands stay relevant,' said Giles Harris, head of business development at EMI Music UK.

As well as making its own content available, EMI is in talks with rival Sony BMG and independent labels about extending the service.

The Adidas 'Impossible is nothing' download store was created with 7Digital; EMI plans to work with other digital music specialists on future projects.