Naxos, a packager of classical music, has come out with a product that bridges store shoppers to the Internet. Dubbed “MPkey,” the product by Naxos and digital music service eMusic is a pre-packaging of classical music that Naxos will sell in stores but that will require consumers to go online to obtain the music.
Naxos packages classical music for lifestyle purposes, such as music to meditate by or a collection of lullabies.
Consumers who buy an MPkey package will receive a card that lists the music in the package along with a URL and instructions about how to obtain the music online, and a booklet, liner notes and information related to the music and the lifestyle concept that the music represents, including how to use the music for particular activities. It will be available exclusively through Borders store until Dec. 1, when Naxos plans to make it available in other stores.
A Naxos spokesman describes the product as a “gateway product” that will help consumers who have not downloaded music try out the experience.
“MPkey is easy to use and gets rid of any intimidation factor that people might feel toward digital music,” says Naxos of America CEO Jim Sturgeon.
Each MPkey package guides consumers to a page on the eMusic site with step-by-step instructions and provides a pass code to download tracks as universally compatible MP3s. Listeners can play the music on their computer, transfer it to portable devices or burn it to a CD.
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