On November 4, 2009, Universal Music Group and Serato Audio Research announced an innovative, global and secure digital distribution service to be used by DJs. It is entitled Whitelabel.net. Serato Audion Research has been recognized as the market leader in its field since 1999.
The Serato Whitelabel Delivery Network allows DJs to receive fresh releases at no charge and play them to crowds within moments of downloading them, bringing back the meaning “for promotional use only”. Whitelabel.net serves to resurrect the link between promo people and the professional DJ.
Over the past year, Universal and Serato ran a pre-launch trial. During this time, the service successfully delivered 2.5 million tracks to over 40,000 DJs worldwide. This is the first collaboration in this field between a major recording company and a service that is specifically designed for DJs.
Vincent Freda is the Executive Vice President of Digital Logistics for Universal Music. His comments about the program were very interesting.
“Serato is setting the standard for professional DJs that are breaking hits on the radio and in top clubs. Using their Whitelabel.net service, we can reach the DJ directly and quickly with new music. Whitelabel.net is more efficient than sending vinyl records and more secure than delivering conventional audio files over the internet.”
General Manager of Serato, Sam Gribben seemed impressed with the partnership. He said:
“We developed the Whitelabel.net service with imput from Universal that was completely invaluable. They have so much experience with music distribution and helped us figure out the essentials for all labels, no matter how big or small. In turn, we were able to provide them with the security of our Whitelabel audio files to ensure that music could not be leaked or distributed illegally.”
Whitelabel.net will provide a direct relationship between record companies and performing DJs. This will allow the DJs the ability to reignite the tradition of breaking new music in clubs.
Whitelabel.net will also provide record labels with important statistics and feedback on new music as it is introduced to DJs. It will allow Universal Music and irs record labels to analyze the amount of previews and downloads. It will provide a dedicated feedback forum for each release.
Decca Records is an important label for Universal Music Group. Since Clay Aiken announced that he had signed with Decca, it has been interesting following all the new, innovative business partnerships that have been formed with Universal Music Group. It is obvious that this company is looking towards the future and making changes that fit the times. The world of digital music is the way of the future. It is good to see that Clay is signed with a company that is a leader in its field.