Coca-Cola and Apple team up for new music site

“Coca-Cola and Apple have announced details of a unique music partnership, which sees Coca-Cola working with the world’s leading online music store, iTunes to launch an innovative music site http://www.coke.com/music that provides an exciting new platform for up and coming bands to be discovered,” Shawn Lunn reports for IrishDev.

Lunn reports, “Next Monday, the Irish section of http://www.coke.com/music goes live and from this date, unsigned Irish bands can upload their music, affording them a virtual ‘live’ stage to showcase their talent and potentially be discovered by key players in the music industry.”

Lunn reports, “Speaking about the partnership, Gavin O’Doherty, Senior Brand Manager Coca-Cola said, ‘…This is the next step for Coke in music, and what better way to make that step, than a partnership with iconic music brand, iTunes. Together, we are creating a music site that promotes grassroots talent by providing a new forum for unsigned bands to profile their music and ultimately, a great place for music fans to download great music. We look forward to the many developments expected in coming months which will excite bands and music fans alike.'”

Full article here.

[Thanks to MacDailyNews Reader “LinuxGuy and Mac Prodigal Son” for the heads up.]
The elimination of the middlemen begins?

Related articles:
Coca-Cola to give away over 70 million Apple iTunes tracks in Europe – August 02, 2006
Coca-Cola joins forces with Apple in substantial iTunes promotion – June 27, 2006
More blood on Apple iTunes Music Store’s play button: MyCokeMusic is dead – June 20, 2006

27 Comments

  1. If bands could get paid as in shareware. We could dowload music and pay them for the music we like. That’d be cool. Everybody wins …except the labels. ” width=”19″ height=”19″ alt=”grin” style=”border:0;” />

  2. “If bands could get paid as in shareware.”

    I’d love to send my favorite band $5 for their new release on a honor system basis. Five bucks would probably be more than twice what they get for a new release anyway.

  3. I wonder why Apple didn’t make this themselves? Okay, the majors “might” get awfully pissed by such a move…but there are surely ways to please those suckers in the long run. However, in this constellation I simply don’t see the benefit for Apple. Not even mind-share-wise. Did I miss something? Is coke making this AAC-only or something? I doubt so.

  4. As some others have already pointed out several times – what Apple needs is Pandora. Looking for fresh/unknown music in the iTMS is possible, yes, but mostly you end up with the well know stuff. Try to set up a personal channel with Pandora (pandora.com) and add your favorites, obscure or mainstream – and within pretty short time you get confronted with really great music you probably never heard of. Better yet, you’re allowed to listen to the full length of the track and add it to your favorites for later reviewing. Try that with iTMS. AFAIK they still don’t support jazz or classical music but apparently they’re working on it. It’s a mystery to me why Apple hasn’t picked up on this fantastic technology. Oh and please don’t compare it with the ridiculous “suggested music” you get when buying tracks in iTMS.

  5. “This is the next step for Coke in music”

    Yes, since Coke’s “first step” went down in flames!

    Looks like they learned a valuable (and expensive) lesson about going up against iTunes. Good for them, and for coming up with a unique twist.

  6. This has Steve Jobs’ signature all over it. Notice the win/win/win/lose game. Coca Cola wins in PR, advertising and association with the bands. Apple wins selling hardware, getting more brand exposure, growing the iPod lock-in and in getting credit for freeing the artists from the parasitism of the plantation owners — the music companies. The artists win big, getting the lions’ share of the download price. And the music companies, why they lose everything.

    Apple, by creating a business model in which they only recover the cost of running and building their iTunes store, is unassailable by competitors who have no indirect way to profit from the download business. Hardware competitors would have to take massive losses for years to build up their installed base of players to compete with the iPod and its ecosystem, assuming that they can build and market superior value – even just as good won’t cut it.

    I stand in absolute awe of Apple’s business model and, of course, their products. I put the bulk of my money where my mouth is – in AAPL.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.