Rhapsody Embraces MP3s, Partners

With an initiative Real Networks is calling "Music Without Limits," Rhapsody, which is co-owned by Real Networks and Viacom's MTV Networks, launched an assault on iTunes Monday, with promotions by partners such as Verizon and Yahoo!, as well as an all-MP3 store.

MP3 = DRM-free, and that's proven to be the best way to combat the iTunes juggernaut. Of course, that doesn't mean that any such store has been all that successful; after all the ubiquity of the iTunes software means that the easiest (and thus, preferred) way to buy songs is still through the iTunes store.

According to Rhapsody's press release:

Beginning today, consumers can purchase MP3 music from Rhapsody and its partners that is free of the digital rights management (DRM) software that restricts how and where people can play their music. Any song or album purchased at www.rhapsody.com/mp3 can be played on any MP3 player, even an Apple iPod.

The Rhapsody MP3 catalogue will include more than 5 million songs from all four major music labels — Universal Music Group, Sony BMG Music Entertainment, Warner Music Group, and EMI — and an extensive number of independent labels. The Rhapsody MP3 Store places a strong emphasis on the digital album with merchandising centers for "new album releases," "old favorites," and "who's on tour." Most albums will sell for $9.99 and tracks for $.99.

Little or nothing different price-wise, but Rhapsody does let you preview the full song when shopping, something other stores do not.

At the same time, the first 100,000 customers to sign up (or use; it appears this will work for existing customers) for the new store will get a free album via a $10 credit to their account, when they make an album purchase.

Meanwhile, in terms of partnerships, Rhapsody also said:

Beginning in the weeks ahead, consumers will be able to enjoy full-song playback (up to 25 songs per month per person) whether they are on Yahoo! Music or MTV.com, CMT.com or VH1.com, and they will have the ability to seamlessly go from playing a song on those sites to purchasing a DRM-free version of that music.

So, you'll be able to hear songs on those sites, and buy them directly if you like them.

iLike will get Rhapsody power as well, with the following:

To give iLike's enormous audience a taste of the popular Rhapsody Unlimited subscription service, Rhapsody will power free, full-song playback across iLike.com and iLike's leading music applications on the Web's most popular social platforms, including: Facebook, MySpace, hi5, Orkut, and Bebo.

Same as with Yahoo!, MTV, CMT and VH1, you'll get 25 plays a month.

Finally, in terms of Verizon, the launch of V CAST Music with Rhapsody gives Verizon Wireless customers are the ability purchase songs over-the-air for $1.99; one copy gets delivered to their phone; the second automatically to their PC as an MP3. Cheapskate that I am, I wonder why you wouldn't just buy from the MP3 store for less and transfer it to your phone, but go figure.

It's all pretty impressive, but does anyone really think this will make a dent in the iTunes Store? Wonder why these sites don't make a deal with iTunes instead? One need only think about how draconian Apple has been in its dealings with labels, wireless carriers, and studios to at least have a guess at why.