Southern Comfort Spins Rhapsody Downloads, Party Tricks

Southern Comfort is now inviting fans to upload party tricks, and offering Rhapsody downloads to participants. The giveaway, which started earlier this month, involves a total of 50,000 downloads. That action is happening online at the SoCo Night Institute (soconightinstitute.com), a tongue-in-cheek academy that features user-uploaded video instructions on how to create concoctions, serve after-party snacks, and perform party tricks. Each submission is rewarded with a free Rhapsody download, and if the video is accepted into the "nightlife skills curriculum," a total of 10 downloads are offered.

For Southern Comfort, the Institute is designed to create a good times theme around its brand. But whether consumers are motivated by gratis downloads remains questionable, especially given the quick availability of freebies elsewhere. That is the difficult terrain that Rhapsody has struggled against, though the SoCo partnership is part of a serious promotional and advertising ramp-up. Just recently, Rhapsody owner RealNetworks was joined by MTV Networks in a joint digital music partnership, a power-play aimed at unseating Apple and luring finicky music fans. The two companies now jointly oversee the Rhapsody brand.

Link to Digital Music News Article

MTV Rolls Out a Mobile-Music Venture

Joins with Real Networks, Verizon for iTunes Challenger

By Andrew Hampp

Published: August 21, 2007

NEW YORK (AdAge.com) -- Two years after launching iTunes competitor Urge, with Microsoft, MTV Networks has a new partner in Real Networks. The two unveiled today a joint venture called Rhapsody America, which also includes mobile partner Verizon Wireless. The deal brings what MTV hopes will prove to be a unique element to the mobile-music space, and will help differentiate itself from the likes of Apple's iPhone and Zune, the portable music device Microsoft launched just months after its Urge partnership.

No PC connection needed
Like iTunes, Rhapsody America will allow users to download MP3 files to their PC for 99 cents. But unlike the iPhone or Zune, which require connection to a PC, users will be able to purchase music for their Verizon V Cast-enabled phones on-the-go -- meaning they can hear the latest Justin Timberlake song on their phone directly without having to plug anything into their computer first. Users will also have the option of "dual delivery," or the ability to download to their PCs as well as to their phones, via Verizon's V Cast music, a partnership previously existed with the MTV Networks' Urge program.

MTV serves as the content provider for the joint venture through its preexisting relationships with record labels for streaming music videos on V Cast. Van Toffler, president of MTV Networks Music & Logo Group, said in a statement, "It's like we've put the best lead singer, drummer and guitarist all on the same giant stage, allowing music fans to experience the purest music play in any way they want."

The pay model for Rhapsody America will mirror the ones already in place for Urge and Rhapsody, said an MTV spokeswoman. Individual MP3s will cost 99 cents, while unlimited monthly subscriptions will remain at $9.95 for PC-only, or $14.95 for "PC to go," which includes mobile. Music videos will continue to be available for free streaming.

Promotional spots announcing Rhapsody America will begin airing on MTV next week, with additional spots and integrations airing throughout the Video Music Awards on Sept. 9.

Link to AdAge Article

Rhapsody Officially Announces Lyrics Partnership

RealNetworks officially announced a lyrics partnership on Monday, one that involves Rhapsody Online and Toronto-based LyricFind, Inc. The deal was first discussed by Digital Music News in mid-May, though the latest announcement offers more detail on the partnership. RealNetworks has layered lyrics alongside "hundreds of thousands of songs" on its online service, though the Rhapsody application is not part of the current release. Fans can search for lyrics using queries like artist name, song title and even phrases, an approach that facilitates the discovery of previously-buried gems. "Lyrics are a tremendously popular and vital component to creating a complete online music experience for consumers," said LyricFind president and chief executive Darryl Ballantyne.

The lyrics content will boost the appeal of Rhapsody Online, a service that allows 25 free streams per month and gratis access to a number of streaming radio channels. Meanwhile, the announcement closely follows another authorized lyrics tie-up involving Gracenote and Yahoo Music. Both deals involve a large number of publishers, though inevitable gaps in coverage are difficult to miss.

Regardless, both Gracenote and LyricFind have been rallying impressive participant lists. According to information recently released, LyricFind has now licensed roughly 1,800 major and independent music publishers, including EMI Music Publishing, BMG Music Publishing, Universal Music Publishing, Famous Music and Cherry Lane Music. Gracenote has also been amassing lyrical content from a broad collection of publishers, and currently boasts arrangements with all five major publishing groups.

Link to Digital Music News Article