Virgin Reinvents Wheel

Net Imperative: Virgin has unveiled plans for its own digital music service to take on the likes of iTunes and Napster, set to go live in the UK on 2 September.
Powered by technology from MusicNet, Virgin Digital will be promoted via a multi-million pound investment campaign covering advertising, in-store marketing and online spend.
Working with the firm’s entertainment retail business Virgin Megastores, the service offers a “pay as you go” service or monthly subscription, which allows unlimited downloads and access to a catalogue of more than one million tracks covering 19 different genres.
Features include internet radio, rip and burn software, music manager software and track sampling, along with an “ask the expert” service.
The service will be compatible with Windows Media Audio, and a range of portable music devises by Samsung, Sony, Creative and iRiver.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.