The includes an exclusive podcast, behind-the-scenes artist footage and interviews, as well as EMI Music UK's entire ring tone catalogue and a selection of digital music tracks.
EMI Music UK's digital content division created the podcast which this month features an interview with KT Tunstall, audio clips form Coldplay and details of a competition to win a recording session at Abbey Road Studios.
The site also features a VIP membership scheme with access to previously unseen content.
Andy Way, digital media manager at EMI/Virgin TV, said: "Adding value to the Now brand online was at the heart of the site's redesign and relaunch. The podcast was a natural addition to the site's new digital downloads."
'Now 61', the latest serving in the series has sold more than 68,000 copies, which is a new record for the brand.
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