I was poking around the net last night when I noticed that EMI was offering the pre-sale of an unrestricted mp3 by Lily Allen. The pre-order also smartly includes:
- immediate access to exclusive video footage from the
shoot of the Littlest Things video
- exclusive artwork from day of release
Hypebot and others have written for months that restrictive DRM along with fixed pricing is slowing digital growth and driving consumers to less than legal alternatives. Perhaps the labels are finally waking up to this reality.
Let's hope that this is not an isolated experiment for EMI, but the beginning of a trend.