MAM
EMI releases music catalog on Qtrax
MUMBAI: EMI Group would make its music catalog available to the first advertising supported peer-to-peer service as the entertainment industry embraces the same technology that once nearly crippled it.
The service, called Qtrax, was developed by LTDnetwork, and at launch, will provide consumers the ability to download songs for free only as well as the option to subscribe to a premium version of the service or to purchase music tracks and albums on an a la carte basis.
The financial terms of the deal were not disclosed.
“Working with Qtrax is just one way EMI is actively supporting emerging business models, technologies and platforms to deliver music to fans,” said EMI Music North America chairman and CEO David Munns. “We believe Qtrax offers a good consumer experience and significant up-selling opportunities. Our collaboration with Qtrax will give us great consumer insight and help us gauge the boundaries between sampling and purchasing music. Ultimately, the feedback we get from Qtrax will help EMI be more responsive to consumer demand. The Qtrax service will also ensure that our artists are compensated for their works and that the value of their music and integrity of our content is protected.”
In an official release, Qtrax will offer two tiers of service: the first is a free, advertising-supported tier designed to work with and filter copyrighted content from existing peer-to-peer networks.
The second tier is a premium subscription service which will require a monthly fee. The two-tiered business model is intended to attract a broad base of consumers to try out the service, and then graduate those consumers to purchase music permanently or subscribe.
In the ad-supported, free tier, users will be able to search the network for specific tracks, and those tracks registered with Qtrax will be made available for download in Qtrax’s proprietary “.mpq” file format.
Users will then be able to play the downloaded .mpq file in full-fidelity sound quality for a pre-defined number of times. Each time a consumer plays a track, the Qtrax player will also offer fans click-to-buy purchase options, as well as the opportunity to upgrade to a premium subscription service for a flat monthly fee.
The premium subscription service tier uses Microsoft’s Janus DRM technology, which allows consumers to pay a monthly fee for unlimited access to music in the Qtrax network. Subscribers will also have the ability to transfer content to Windows Media enabled portable devices for as long as the subscription stays active.
The service will also include consumer-friendly community-building and music discovery tools, which enable fans to easily access to a vast selection of music and other content, all while generating revenues for artists and content owners.
In addition, Qtrax will offer incentive programs that will allow fans to accrue points redeemable for additional plays for tracks acquired through the free service, or for discounts off a la carte purchases or subscription fees.
“Qtrax is an innovative approach to creating a legitimate P2P offering, so we are pleased that EMI has agreed to be the first of the major music companies to participate. In addition to offering a great consumer experience which we believe will get more consumers excited about digital music, Qtrax will ensure that artists are getting paid when their songs are accesses in a P2P environment. In addition, EMI and other music companies will share in Internet advertising revenues, which according to the Interactive Advertising Bureau and PricewaterhouseCoopers reached a new record of $3.9 billion for the first quarter of 2006 in the US — a 38 percent increase over Q1 2005,” said Brilliant Technologies parent company of LTDnetwork president & CEO Allan Klepfisz.
The Qtrax service is expected to enter a test phase later this year and will initially pilot the service in the United States. In preparation for the launch, EMI will immediately begin delivering and registering its content with Qtrax’s filtering system, powered by Audible Magic.
Brands
KFC turns tea time into dunk time with Khushi and Orry
Dunked range campaign mixes gossip, friendship and extra sauce.
MUMBAI: When the tea is hot and the chicken is hotter, you know it is going to be a night in. KFC has unveiled a new campaign for its all-new Dunked range, enlisting Bollywood’s favourite BFF duo Khushi Kapoor and Orry for a reel that serves sass with a side of sauce.
The video plays out like a familiar Gen Z script. A party is ditched after Orry’s swollen face becomes the evening’s plot twist. Instead of flashing lights and crowded dance floors, the duo opts for a cosy night in. Khushi proposes a New Year resolution to simply stay home more often. Orry counters with a more ambitious goal shedding his “gossip aunty” reputation, a claim that earns him a sceptical look.
Naturally, restraint does not last long. Before Khushi can finish her sentence, Orry launches into animated storytelling mode. Celebrity break-ups, DM drama, influencers on diets, the tea flows freely, and so does the dunking. Between bites and banter, KFC’s Dunked range becomes the unofficial third wheel, anchoring the conversation in indulgence.
The campaign cleverly mirrors product and persona. Just as the Dunked range promises bold flavours and generous sauce, the reel leans into exaggerated expressions, playful tension and friendship dynamics that feel instantly shareable. The storytelling is fast, cheeky and built for scroll culture.
By tapping into pop-culture references and the easy chemistry between the two personalities, KFC positions its Dunked range as the perfect partner for laid-back evenings where gossip is plentiful, resolutions are flexible and the sauce is unapologetically extra.
The campaign is now live across KFC’s digital platforms, targeting younger audiences who see food not just as a meal, but as a mood.
Because sometimes, the best parties are the ones you skip, especially when the tea is this juicy.
