'Tower Records Digital' download tracks at 192 kbps

Press Release Source: Tower Records

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TOWER RECORDS Unveils 'Tower Records Digital' Download Store; Integrates Comprehensive Digital Media Strategy
Tuesday June 27, 7:30 am ET
Ease of Use, High Quality Audio Tracks, and Bundling Differentiate New Online Store

SACRAMENTO, June 27 /PRNewswire/ -- Tower Records, America's leading independent music and entertainment retailer, today unveiled 'Tower Records Digital,' a music download store at Tower.com/Digital. As the most recent addition and the primary component of Tower's integrated digital media strategy, the digital music store complements its traditional retail stores, e-commerce, podcasting, and TouchView in-store kiosk presence.

For over 45 years, Tower has strived to offer its customers the best selection of music available in every format imaginable. As one of the first retailers to move online in 1995, Tower soon began streaming RealAudio samples on its Tower.com site and selling 99 cent digital downloads in the Liquid Audio format well before the current craze. Tower's digital media strategy has progressed considerably in the past year by adding TouchView interactive digital music kiosks to all of its retail stores, partnering with MySpace.com for "Secret Shows," and launching the first podcasting network by a traditional retailer at TowerPod.com in March.

The launch of Tower Records Digital marks the next step in maintaining Tower's proud tradition of retailing music and entertainment, while rounding out Tower's comprehensive digital media strategy. Any way that you want it, Tower Records continues to be the best choice for music.

Tower Records Digital

Tower Records Digital was designed under three basic mandates: Make it easy to use, make it promotionally robust and provide better sound quality. The result is Tower Records Digital, a download destination that features digital tracks encoded at 192 kbps. It is designed as an intuitive website that easily enables Tower to bundle special promotion downloads with traditional media purchases. Tower Records Digital is powered by Puretracks, one of North America's leading digital service providers. Individual music downloads are 99¢ each and full albums begin at $9.99 each. Just like Tower stores nationwide, Tower Records Digital offers a comprehensive selection of music that our customers have come to expect, encompassing all genres of music: Pop, Rock, Hip-Hop, R&B, Country, Jazz, Classical, Blues, Electronica, World, Gospel and more. In addition, the site features 30-second song samples and the easy to browse product pages that include biographies, similar artists, artist influences, and artist followers. Additionally, new music discovery is facilitated through special tabs that highlight the Top 100, E-singles, Indie, and this week's New Releases. In the coming months, Tower Records Digital will also feature special download promotions in tandem with the "Next Big Thing" and "This Week @ Tower" -- promotional programs that occur in Tower stores nationwide.

Easy to Use

Unlike most digital music stores that require special programs and complicated software downloads, Tower Records Digital seamlessly works within Microsoft Internet Explorer like a standard e-commerce site. Once purchased, the WMA tracks can be immediately downloaded to any location on the user's computer. The tracks can then be played, burned to disc or downloaded to literally hundreds of different portable media and digital music players with Windows Media PlaysForSure™ certification.

Bundling

Another Tower.com/Digital benefit enables the combination of digital music tracks with traditional CD purchases. "Bundling" is a key aspect of the digital store, allowing Tower the ability to offer digital music exclusives and bonus material to customers who purchase select CDs in stores or online at Tower.com.

Sound Quality

The majority of download sites serve up 128 kbps tracks to their customers ... not good enough. Tower Records Digital features all of its tracks at 192 kbps, differentiating itself with the highest quality audio downloads that are of noticeably better sound quality than the competition. Quite simply, Tower Records Digital sounds better.

"With Tower Records Digital, we wanted to offer our customers a simple and intuitive way to download high-quality music," stated Jason Munyon, VP of Business Development, Tower Records. "Since 1960, Tower Records has been the leader in music and entertainment. Having the highest quality sound is as important to us as it is to our customers. Sound quality is one of the primary reasons we chose to partner with Puretracks."

"Tower's ability to bundle products is also a key differentiator," continues Mr. Munyon. "We can now provide a digital music bonus or exclusive tied to the purchase of a CD or album download, offering a more integrated experience across multiple channels to our valued customers: in Tower Records stores, online at Tower.com, via download at Tower.com/Digital, through podcasting at TowerPod.com or by phone at 1-800-ASK-TOWER."

Tower Records Embraces the Online World in Many Ways

With the launch of Tower Records Digital, Tower has found a comprehensive digital solution to offer its customers. Well before launching its official digital download store, Tower Records embraced the online world in many ways. In 1995, Tower.com became one of the world's first online music retailers and the first established brand to enter the space. Today, Tower.com is much more than the world's best selection of music. The site has a comprehensive selection of DVDs, books, games, gadgets, posters, and more. Tower's more recent online successes include:

TowerPod

In March, Tower Records became one of the first retailers to enter the world of podcasting in collaboration with Outhink Media. The result is the TowerPod podcast network at www.towerpod.com, offering consumers exclusive downloadable content. TowerPod provides podcasters a platform to create music-intensive podcasts with pre-approved and rights cleared full-length songs of cutting-edge and established artists for free. There are currently 25 different podcasters on the TowerPod network, who post new songs, videos, interviews and commentary on a regular basis.

"Tower Insider" Program

Tower Records launched its "Tower Insider" program at the beginning of May, both in its stores nationwide and online at: Tower.com/Insider. The program gives members "insider access" to Tower special offers, discounts, early notification of local in-store events, and exclusive opportunities to win great prizes at Tower Records and Tower.com. In fact, over 50,000 Tower Insiders were given an advance sneak-peek of Tower Records Digital ... before this release hit the wire. How about that kind of insider information?

MySpace "Secret Shows" Collaborator

In January, Tower Records began working directly with MySpace on the first-of-its-kind MySpace "Secret Shows" series (http://www.myspace.com/secretshows). "Friends" of "Secret Shows" are realizing benefits! MySpace and Tower Records are promoting a series of underground music events that are only announced through "Secret Shows." Friends are given short notice when a Secret Show is announced and instructions on how they can attend. The reward? Recent events have featured megastar James Blunt, Jenny Lewis with the Watson Twins, Gnarls Barkley, Thursday, Coheed & Cambria, and Franz Ferdinand in very intimate venues across the country.

About Tower Records

Since 1960, Tower Records has been recognized and respected throughout the world for its unique brand of retailing. Founded in Sacramento, California, with the singular vision to have a music store with unparalleled selection and fair prices, Tower forges ahead with the development of exciting shopping environments, espousing diverse product ranges, artist performances, and technological advances in merchandising. Tower maintains its commitment to providing the deepest selection of entertainment merchandise in stores that celebrate the unique interests and needs of the local community. For two years running, the music industry has voted Tower Records "Retailer of the Year."

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