Sony BMG joins MP3 trend with gift cards

Stephen Withers
Tuesday, 08 January 2008 11:19

IT Industry - Strategy

Sony BMG has announced it will begin offering a limited selection of albums as downloadable, DRM-free, high-quality MP3 files.

The albums will be sold as Platinum MusicPass gift cards at selected retailers.

"The MP3 files delivered through MusicPass play on computers, as well as on all MP3 players, including iPods," said Thomas Hesse, president of Sony BMG Music Entertainment's global digital business and US sales.

"The cards themselves are high-quality collectibles featuring artist images and album information," he added.

Platinum MusicPass cards will go on sale in the US on January 15 at Best Buy, Target and Fred's, with Coconuts, FYE, Wherehouse and Spec's joining the list of outlets by the end of the month.

THe suggested retail price will be $US12.99. Card buyers or recipients will scratch the back of the card to reveal a PIN to download the files from MusicPass.com. Regular albums will include bonus material in digital form; compilations will come with "extensive track listings."

Canadian retailers will include Best Buy, CD Plus, Future Shop, Shoppers Drug Mart and Wal-Mart. HMV will join the program by then end of March.

The initial list of artists includes Alicia Keys (As I Am), Avril Lavigne (The Best Damn Thing), Bob Bylan (Dylan), Celene Dion (Taking Chances), Elvis Presley (Elvis 30 #1 Hits), Pink (I'm Not Dead), and Santana (Ultimate Santana).

Sony BMG will also offer an even more limited range of Expanded MusicPass cards, which cost $US19.99 and include one complete album with bonus material, plus a choice of one additional album from the same artist. The initial range comprises Kenny Chesney (Just Who I Am: Poets & Pirates), and Celene Dion (Taking Chances).

In 2007, EMI led the major music labels when it began offering unprotected downloads.