27 Oct, 2014

Tuned Global helps Fairfax to acquire and engage subscribers by offering free music

Fairfax starts a new subscription and retention program based on TunedDirectTM, the white label music-downloading solution provided by Tuned Global.


Tuned Global and Fairfax launch the campaign Let Your Mind Dance, aimed at recruiting 10,000 new digital subscribers and rewarding loyal readers by offering from a selection of up to 2 million tracks. Music is an opportunity for Fairfax to compete in the cut-throat newspaper market by providing added value for  its audience.

Music creates exclusive connections with customers
In a highly competitive market, newspapers have to innovate and offer value to compete. Readers need a good reason to buy digital content when they have traditionally accessed  it for free. Fairfax chooses music to differentiate and continue to reward users in the medium term. “Music is a great opportunity for brands to engage their audiences. People like music but they are not used to paying for it. Brands can be providers of free legal music. It’s a win-win situation.” say Con Raso, CEO of Tuned Global.

Customers can choose to download the music they like for free
Fairfax’s new subscribers can download 1 album per week for 26 weeks - ($780.00 value), while existing subscribers are offered ‘two for the price of one’ deal from the 1.5 million tracks in Universal Music Australia’s catalogue. “We also deliver exclusive content thanks to a partnership with Angus and Julia Stone and Sam Smith to amplify this campaign” says Roddy Campbell, New Business Director at Universal Music Australia.

An own brand music downloading website
This campaign is based on a bespoke music-downloading solution, provided by Tuned Global. “We were looking for a customisable music platform for our different titles, fully integrated in our existing digital eco-system and most of all fast to implement on different devices”, says Ashley Killeen, Acquisition Manager at Fairfax Media.

TunedDirectTM solution was selected to power the Fairfax music platform for 3 main reasons:

  1. Multi-targeted campaigns: the content and offers are adapted to the client profiles
  2. Geo-targeted solution: The layout and ads are pushed according to the user’s local brand
  3. Customised content: Journalists deliver exclusive information and push the latest music trends

At the moment, this offer is specific to the Sydney Morning Herald and The Age. Fairfax and Tuned Global are working to extend it to the other Fairfax’s titles in the next few weeks. 

About Tuned Global
Tuned Global is the leading B2B provider of white label digital music solutions in Australia and South East Asia. They help brands use the power of music to deliver positive experiences. Tuned Global is the wholesaler of music streamed and downloaded for blue-chip clients including Samsung, Coca -Cola, Coles, Fairfax and McDonalds.


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