BitTorrent Bundles Turn Songs Into Stores

We're used to getting products in stores, either online or in person, but what if the store wereinside the product? BitTorrent announced on Tuesday a new concept that makes downloading a song or album the gateway to so much more.

To kick it off, BitTorrent is offering users a download — called a bundle — from artist Kaskade off the music label Ultra, also known for artists such as David Guetta, Tiesto, deadmau5 and Calvin Harris. After downloading the free bundle, which in this case includes a free song "Dynasty" (Data Life Remix) and a Freaks of Nature trailer to an upcoming documentary starring the musician, users will be able to "unlock" the download for more exclusive content. By entering your email address, you will get a free digital booklet, photos and tour video.

"The download represents a container that goes with the grain of the Internet," a BitTorrent spokesperson told Mashable. "Instead of going to the store to get content, the store is actually with that content. It's like visiting a record store within a song or a box office within a movie."

BitTorrent said it will get more creative with how users unlocking more digital treats moving forward.

"We're starting with the email address as a way to open the gate to more content, but in the future, there could be other ways to do so, such as paying for access," a BitTorrent spokesperson told Mashable. "Getting access to a fans' email address is far more valuable than a Facebook Like or Twitter follow because you are directly communicating with your audience and don't have to go through a social network."

The company plans to launch a publishing platform later this year so more artists and labels can get involved.

"We want everyone to be able to create a bundle," the spokesperson said. "We are a technology company and what we see digitally is that each business model is different. Some companies want email addresses and others are looking for a monetary tool. Either way, artists and labels will be able to get creative."


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