Universal Music Group is temporarily selling music over the internet free of technology that often prevents people from transferring files to a full range of devices.
The record giant said Friday it will make thousands of tracks available from Aug. 21 until the end of January without the protection known as DRM (digital rights management).
Tunes in the popular MP3 format that will be offered during the test run will include those from a range of artists, such as Sting, Diana Krall, Mika, Johnny Cash, 50 Cent, Shania Twain and Prince.
DRM technology is backed by the music industry in its fight against online piracy, but it frustrates a lot of consumers by limiting the type of mobile devices that can play their copied music.
Copy-protected songs sold through iTunes generally won't play on devices other than the iPod — although users are finding ways around the restrictions — and iPods won't play DRM-enabled songs bought at rival online music stores.
EMI Group began offering most its catalogue, minus music by the Beatles, without DRM restrictions in April. The following month, Apple announced that iTunes would be the first online music store to sell EMI's new downloads, described as premium-quality tracks.
The songs Universal is offering for a limited time without DRM enabling will play on Apple's market-leading iPods, but the DRM-free music will not be offered on iTunes, a decision Universal says will allow for easier sales comparisons.
Participating online retailers — including Google, Wal-mart, Amazon.com and Puretracks — are expected to sell the tracks for 99 cents and in a variety of bit rates. While Universal will be offering the tracks in the MP3 format, the retailers will be free to sell them in any DRM-free format they choose.
The DRM-free downloads will also be available through several artist and label-branded websites.
Softening Apple's influence?
By excluding iTunes from its test, Universal is looking to undermine Apple's hold on the online music market, said Michael Gartenberg, an analyst with Jupiter Research.
The Vivendi subsidiary said it wants to find out more about consumer demand and piracy rates for songs in the MP3 format, which can be copied freely and played on any computer or mobile device.
Regardless of the outcome of the test run, Universal said it will continue to support digital models such as subscription and ad-supported services that rely on DRM as an enabling technology.
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