MYPLASH inks first music label deal with EMI Music

MUMBAI: MYPLASH, the reloadable Visa Prepaid Card program created for the teen and young adult market, and EMI Music have entered into a multi-tiered agreement.

The two companies will offer artist-themed MYPLASH cards to consumers, launch a new awards program through which MYPLASH cardholders can redeem points for physical and digital artist merchandise, and give cardholders access to discounted downloads and special promotions.

The deal, the first between Plastic Cash International LLC’s MYPLASH and a major music company, will offer MYPLASH cardholders access to merchandise, music and promotions linked to musical artists, and will offer EMI artists greater exposure and increased distribution in non-traditional retail locations. The EMI artist branded cards will begin rolling out in the second quarter of 2009 joining the rest of the MYPLASH products.

The two companies will immediately begin integrating music, merchandise, imagery and more from EMI Music’s artists into the MYPLASH Prepaid Card Program, which features recording artists, action sports athletes and teen lifestyle brands – all tied into exclusive discounts, promotions, and content tailored specifically for the teen and young adult market. In the coming months, consumers will be able to purchase MYPLASH cards featuring top recording artists from EMI Music’s vast roster, which includes labels such as Astralwerks, Blue Note, Capitol, Manhattan and Virgin.

In addition, the two companies have also agreed to launch MYPLASH’s first-ever Awards Program, allowing teen and young adult cardholders and their parents to redeem points for EMI music content and more. In the coming months, MYPLASH EMI branded cards will be a major part of key strategic retail promotions featuring EMI’s top artists and content. All MYPLASH cardholders will also be able to login at to purchase EMI music content with exclusive discounts and promotions at the site’s e-commerce area known as the MYPLASH MALL.

"We are really excited about our worldwide strategic alliance with EMI. This partnership creates some amazing opportunities to offer our MYPLASH cardholders great music content, valuable discounts and promotions they will not find anywhere else in the world with a teen prepaid product. We also look forward to launching a unique and exclusive EMI Awards Program for our cardholders that will prove to be a great addition to our business model and of tremendous value to teens and parents alike," says MYPLASH CEO Brian Newberry.

"The addition of EMI’s recording artists to the MYPLASH Visa Prepaid Card Program further diversifies and expands our music roster, giving our cardholders access to more card choices, along with downloads, ringtones, merchandise and other great stuff through the MYPLASH MALL. We will be working with EMI’s artists to bring a deeper fan experience to MYPLASH cardholders, with candid videos, images and other exclusive artist content," adds MYPLASH president and chief marketing officer Danny Klein.

"MYPLASH has now put real purchasing power into fans’ hands in the digital marketplace; an area that has until now been out of reach or inconvenient for young consumers. We’re excited about MYPLASH as a new music discovery tool, and about the opportunity to reach more parents and kids in more retail locations," said EMI Music senior vice president, brand partnerships and new channel development Lynne Leger.