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Microsoft & MTV Get The URGE

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Microsoft and MTV, two once sprightly and innovative companies now bloated multinationals drifting from their roots, have teamed up this week to start a music download service.



Given this sorry state of affairs, the move seems appropriate for the former (which doesn’t make a music player) and the latter (which had forgotten it was supposed to be all about music). The rub is that Microsoft’s initially naff, but twenty plus revisions later now quite decent Media Player will link directly to over 2m tracks, both independent, unsigned and major label.

Called URGE, it will also have its own site which will debut next year and will see it cross-promoted by the software giant, MTV and its minions, namely the MTV spawns, VH1/VH2 and CMT brands. Given the size of the companies involved, industry backing is assured but it will have to go some to catch up with Apple’s industry leading iTunes store.

That said, the Gates’ Beast has a track record of entering markets late and bullying its way into contention. After all, going up against Sony’s PlayStation consoles hasn’t turned out too badly, has it?

Links:
URGE
Microsoft UK
MTV UK

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