OD2’s second Digital Download Day gets underway today, but this time it has all five majors on board, with Sony completing the picture. Though Sony’s contribution looks to be more symbolic than substantive, it is a welcome boost for the initiative.
DDD allows music fans to sign up for a free €5 credit, giving them access to free music, in return of course, for some valuable marketing data. DDD undoubtedly gave Europe’s legitimate music market a huge profile lift and was so successful that it crashed the servers due to over demand. This time round the offer will run for a month and should provide OD2 a really good base for marketing future services.
Europe’s legitimate music market may still be stuck firmly in the shadows of file-sharing, but events like DDD will help ease it in to the limelight. If it wants to stay there though, it will need a lot more content from the labels.