The partnership gives VerveLife's brand partners access to much of EMI Music’s catalogue, to offer their consumers higher quality, DRM-free downloads via global promotional campaigns.
Burger King is testing a UK campaign whereby users can search, sample and download pre-paid EMI tracks via a specially created campaign microsite, using a special code.
Codes are given to Burger King customers upon purchase. The microsite links to an online retailer, where consumers can buy further tracks by EMI artists, including Robbie Williams and Coldplay.
EMI will remain the exclusive digital music provider in future global brand campaigns developed by VerveLife.
Barney Wragg, global head of digital, EMI Music, said: “EMI's recent decision to drop DRM has had a hugely positive impact on our potential to collaborate with brands in order to offer consumers downloads that they can play across all digital music players. We are very excited about this deal with VerveLife which provides the perfect platform for us to partner with a wide spectrum of high profile brand names such as Burger King.”
Justin Jarvinen, founder and CEO of VerveLife, added, “This agreement significantly alters the landscape of the $500 billion per year promotion industry. Consumers are increasingly asking for digital rewards such as music, movies and games. With this partnership, VerveLife can now reward tens of millions of consumers worldwide with instant access to some of the hottest music on the planet, in MP3 format."
EMI's recent decision to offer DRM-free downloads has boosted interoperability of digital music across devices and platforms, including mobiles.
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