First it was with iTunes but now EMI is spreading the DRM-free gospel across Europe with deals done with Amazon, VirginMega in France, Telenor, Musicbrigade as well as a raft of Scandinavian deals to boot. All the other major labels are remaining on the sidelines with pro-DRM stances still very much in place. So many factors could influence the success or not of the EMI experiment that as a standalone it will be hard to tell what impact DRM-free has on sales overall. However, with CD sales dropping like stones, pressure from within and without may push other labels into the ‘experiment’.