Orange launches free music service

Orange has teamed up with Universal Music and Channel 4 to launch the UK’s first pay as you go package that offers a free music service, to be called Monkey.

Orange

Targeting 16- to 24-year-olds, it will allow customers to create playlists and share them on social networking sites and play them on any mobile handset from 30 July.

The tie-up with Universal Music will give users access to hundreds of thousands of songs by artists including Take That, Lady Gaga, Girls Aloud, Duffy, Mika and Amy Winehouse.

Orange Pay As You Go director Pippa Dunn says it aims to position Monkey as a “club” rather than just a free music service.

Monkey also offers free texts, while Universal Music will provide exclusive music and pre-release tracks. Other original content on the Monkey website will be artist reviews and competitions.

Channel 4’s music channel 4Music will use traditional advertising and integrated editorial content in its programming to promote the Monkey service.

All three partners plan to launch major marketing campaigns to promote Monkey. Orange is launching a campaign created by its agencies Fallon and Poke in early September, encompassing television, press, outdoor, online and experiential activity.

Orange also plans to give brands an opportunity to target Monkey customers with direct-to-mobile offers after a deal with Blyk, the ad-funded mobile network.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here