I know I couldnt believe it myself. But unless everyone from the BBC to the WSJ has gotten it wrong its no joke. Sure it was first reported by the good folks that brought you the RARA joke but thats just a coincidence. The jist of this is that EMI will be releasing DRM free versions of some of its catalogue on iTunes. From the press release come news of their upgrade program:
Consumers who have already purchased standard tracks or albums with DRM will be able to upgrade their digital music for $0.30/€0.30/£0.20 per track. All EMI music videos will also be available on the iTunes Store DRM-free with no change in price.
Its only taken 10 years for one of the labels to finally give-in and that seems to only have happened with the prodding of iPod/iTunes maven Steve Jobs, who was on hand with the iPhone to show of the new EMI tracks. EMI remains the only major to make this transition but watch for the others to follow lemming like their decision within the year.
EMI has started down the road to building a digital music business by tearing down one of the many roadblocks to competing with free alternatives. Its a start. So happy trails EMI and best of luck.