Universal Music backs digital price cut with Europe push
LONDON - Universal Music is set to launch an aggressive campaign to permanently reduce the prices of back catalogue digital downloads.
The campaign, which kicks off on November 1, is part of a European strategy to offer consumers the best online value, by helping online music services lower the retail prices for their customers
Universal Music Group International will drive its campaign across Europe by offering a reduction in the trade price of 1,500 albums including work by artists such as Buddy Holly, The Who, Bob Marley and the Wailers, Stevie Wonder and REM.
The campaign is open to all Universal Music's digital business partners and will roll out throughout the next 12 months. However, the exact campaign rollout will be determined by the individual online music services in each country.
Max Hole, executive vice-president of marketing and A&R at Universal Music Group International, said: "As the leading online record company, we are totally committed to expanding and developing the digital music market. The promise of the internet has always been about making it easier for people to access music in new ways and at affordable prices, and that's what we are aiming to achieve."
Universal Music claim the initiative is a music industry first in terms of the scale of the campaign.
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This article was first published on marketingmagazine.co.uk
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