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Cliff Richard adopts innovative price-drop model for sale of new download album

LONDON, Monday 29th October 2007: EMI Music and The Cliff Richard Organisation today announced an innovative pricing model to mark the download release of Cliff’s latest album Love, The Album. From today Cliff Richard fans will be able to pre-order the album – which includes special bonus material – from the newly launched www.lovecliffrichard.com, ahead of release on 12th November. Over a period of two weeks, the website will collect download pre-orders for the new release, with the price of the album dropping the more fans place orders. The maximum the consumer will be charged is £7.99, with the figure dropping down to a potential minimum of £3.99. On release of the album all fans will ultimately pay the same, lowest price.

Cliff says of the initiative: “Who’d have thought I’d get a buzz from creative marketing? As artists we face a stark choice. We either keep one step ahead of the technology which is changing our industry so radically – or we throw up our hands and quit. Personally I’m not for quitting!”

Steve Davis, Director of EMI Catalogue says, “Because Cliff’s audience has not previously been big on downloading we feel this initiative will not only encourage them to download the album but also encourage their friends and peers to do the same because the more they do, the cheaper it becomes.”

Graeme Rogan, Head of Digital, Sales EMI UK; “There is little doubt that the digital market place has allowed us to consider more varied and exciting revenue models. At EMI we are continually reviewing our digital routes to market and aren’t afraid to challenge the existing status quo. The fact that Cliff and his team have embraced the ‘price drop’ model just shows that more established artists are willing to experiment with their releases and engage with their fans in more varied and innovative ways.


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About EMI Music

EMI Music is the recorded music division of EMI Group, the world’s largest independent music company. Its EMI Music division represents artists spanning all musical tastes and genres. Its record labels include Angel, Astralwerks, Blue Note, Capitol, Capitol Nashville, EMI Classics, EMI CMG, EMI Records, EMI Televisa Music, Manhattan, Mute, Parlophone and Virgin. Artists on EMI labels include Lily Allen, The Beatles, Coldplay, Corinne Bailey Rae, The Good The Bad & The Queen, Gorillaz, Norah Jones, The Kooks, Korn, Kylie Minogue, Pink Floyd, Rolling Stones, Joss Stone, 30 Seconds To Mars, KT Tunstall, Keith Urban and Robbie Williams, as well as international artists such as Amaral (Spain), Diam’s (France), Utada Hikaru (Japan), LaFee (Germany), Radja (Indonesia), RBD (Mexico) and Vasco Rossi (Italy).

EMI has been at the cutting edge of the rapidly growing digital music marketplace since it released David Bowie’s Hours as the world’s first ever album to be offered as a digital download in 1999. EMI has signed agreements with hundreds of digital partners to distribute its music across the globe. It continues to facilitate the development of a growing range of new digital business models to enable fans to experience and purchase its artists’ output through a number of different platforms including advertising-supported online music streaming in China through Baidu, legal peer-to-peer agreements with QTrax, Mashboxx and GNAB, and a deal to offer advertising-supported videos on mobile phones in the US through Rhythm NewMedia.

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