Digital Only Label INgrooves Uses Smart “Exclusives” To Launch Project

According to Digital Music News, "…straight-to-internet could become a very viable distribution method in music. Most recently, San Francisco-based digital record label INgrooves has skipped the physical disc entirely on a John Digweed project, focusing instead on some high-profile, online positioning. Digweed recently cut an AOL-branded album, called AOL Music DJ Sessions: Mixed by John Digweed, and started offered a stream of the album exclusively on AOL Music on Monday. Now, the album is being positioned as a downloadable exclusive on the iTunes Music Store. Finally, in December, the project will be available across a wider range of online music stores, including the recently-launched AOL Music Now."

"For AOL Music, the Digweed offering follows exclusives with top deejays…(and) raise the credibility and profile of AOL Music, which is perpetually jockeying with rivals like Yahoo Music. For INgrooves, the effort combines various branding and positioning exclusives, and is part of a bigger learning curve on digital-only releases..".  Now that’s smart and cost-effective co-branding.