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EMI joins other record labels in attempt to offer content directly to consumers

Major record label EMI is set to launch a new online music web portal so it can sell music tracks and videos, along with provide a small amount of free material to consumers.  

The music portal may end up on EMI.com, the company website that mainly provides company and artist news.  It could be possible to see non-EMI artists featured on the site.  

EMI understands it will not be able to directly compete with Apple iTunes, Amazon and others, and is said to be more concerned about collecting customer behavior data.  The record label is said to be interested in using a music discovery tool similar to Pandora and lastfm, which recommend music based on what a user already listened to.

EMI recently has become more involved in trying to make its content available on multiple platforms.  EMI is working with Nokia on the Comes with Music subscription service, and more recently said its music could be found on Spotify.  The record label also is a partner on MySpace Music, which Vivendi, Sony BMG and Warner Music are contributing tracks to.

Each major record studio now has at least one service catering directly to the consumers without a middleman.  The new service, expected to launch before Christmas, will offer EMI a unique way to market particular artists directly to the public.

EMI executives plan on testing different configurations to see which ones customers like the best.





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