Music Ally

Take That will be the next band to take part in Apple’s iTunes Pass initiative, offering fans exclusive music and content from their upcoming The Circus Live tour. For a one-off payment of £4.99, fans will get live tracks, video footage, band interviews and a PDF souvenir booklet, delivered in 12 instalments over six weeks during the tour.

It launches today on the iTunes Store here in the UK with an introductory video trailer, with the first instalment proper due to be sent out to subscribers on 6 June, the day after the first gig on the tour. The final package goes out in early July following the Wembley Stadium finale, although fans will be able to buy the full thing until the end of August.

The band’s label, Polydor, is promising that fans will get their money’s worth, with backstage footage from every gig and three live tracks over the six weeks. What’s more, the first 8,000 people to hand over their £4.99 will get a laminate with a code to download an extra song from Take That’s back catalogue.

The band are the second artist to launch an iTunes Pass here in the UK, following The Fray in April. Depeche Mode were the first band to use it in the US back in February. We’re certainly impressed by Take That’s implementation: the price makes it an impulse purchase, and tying it to the tour is a smart move too. If it’s successful, it’ll also provide the band and Polydor with a new revenue stream, particularly from the backstage footage and interview elements, which might previously have been given away for free.

Take That’s iTunes Pass launches today, and should be accessible by clicking here.

Tags: apple, iTunes Pass, take that, the circus

This entry was posted on Thursday, May 21st, 2009 at 8:00 am and is filed under Digital Music Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.