Powered by white label digital music provider, 7 Digital, EMI has launched the NOW! compilation brand as a digital music service in its own right. A rich media offering the DMS provides video clips, ringtones and, of course, downloads. These are Windows Media formatted and downloads only no subscription service here folks. So far, only Coca-Cola has made the jump from FMCG brand into the download space and though NOW! isn’t FMCG, it is a major standalone brand (though whether it has much value now is open to question). It certainly has the youth appeal built in and it will be very interesting to see if they can draw the younger music downloader into the legal space – so far the demographic in the UK is older, white males.

EMI is heavily backing the launch with exclusive artist content and a specially designed podcast.

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