EMI and T-Mobile partner for ad-backed download trial repoprts Brand Republic. In an effort to test the waters, EMI has decided to use the mobile network it prefers to do exclussive deals with to test a service that could rival iTunes.
The only problems as a fat forty year old bloke is that I am not sure that I want to watch a video from Lilly Allen, The Kooks or Robbie Williams even if its free.
The story also says that the advertisers already signed up are, Coco-Cola Zero, General Motors, Gillette, Land Rover, Microsoft, Nike and Toyota. Are these really the brands that young music fans associates with Lilly Allen? I guess that we will just have to see how it will work. The good news is that in the days of One2One they would have got Pearl & Dean to sell location based adverts ;-)
We will have to wait and see how this plays out, but all I can say is at least its a trial and thus not expected to be a mega success.