Universal Music Group boss Lucian Grainge typically doesn’t like giving things away for free.
In cahoots with Sony honcho Doug Morris, Grainge has led the charge to clip the wings of Spotify‘s ‘everything freemium’ model, and recent reports suggest he’s succeeding.
But when it comes to one-off promotions, perhaps Grainge can see a value in the strategy.
Microsoft has told Windows 10 users in the US that they can download ten albums for no cost as a Christmas gift from the Windows Store.
Lo and behold, they’re recordings all owned or distributed by UMG, and they’re all impressively recent:
- James Bay – Chaos And The Calm
- Alabama Shakes – Sound & Colour
- Tame Impala – Currents
- Selena Gomez – Revival
- Ellie Goulding (pictured) – Delirium
- Alessia Cara – Know It All
- Breaking Benjamin – Dark Before Dawn
- Jeezy – Church In These Streets
- Logic – The Incredible True Story
- Big Sean – Dark Sky Paradise
The giveaway is being used by Microsoft to hawk its very own new streaming music service, Groove.
“We’ve included artists and albums nominated for multiple Grammys at the upcoming 58th annual Grammy Awards, which will take place this February in Los Angeles… In these crazy-busy-hectic and all too often troubling times, music can heal, bring release, spread harmony, and remind us all to take a moment to smile,” said Christina Calio from the Groove team.
Quite right. And now it can do so without any of us having to spend a single penny, or listen to any infernal ads…
Another artist distributed by UMG, of course, is none other than Taylor Swift.
She struck a blow for the anti-freemium crowd last year when she pulled her entire catalogue off Spotify, passionately arguing at the time:
“I just don’t agree with perpetuating the perception that music has no value and should be free.”
Luckily for Grainge and Universal, she may never have to find out about this Microsoft giveaway.
Let’s face it: the chances of Swift owning a Windows PC rather than a Mac are, at the time of writing, looking rather slim.Music Business Worldwide
