Mumbai: Pure Play Music has finalized a digital distribution deal with the four top players in the independent, digital distribution market. The partnership makes available for download Pure Play’s entire catalogue of 1.5 million tracks from global unsigned recording artists to iTunes, Napster, Amazon, and eMusic. Pure Play Music currently makes its catalogue available to over 25,000 retailers worldwide through existing partnerships and through its six genre-specific satellite radio streams.

"We are very happy," says vice president of business affairs Richard Labrum. "We are pleased that we can offer all our artists an opportunity to sell and monetize their music though these four industry staples. This partnership will serve as a springboard to enhance the visibility of our artists, and enhance the platform their music can be heard on."

As part of the partnership, one of the four distribution channels, iTunes, will be giving Pure Play Music its own drop-down category on the front page of their Web site. Music enthusiasts can log onto iTunes, listen to the artist’s song, and, if they like it, click on a link that directs them to the artist’s personal profile page at Pure Play Music.

For all distribution partnerships, from the Pure Play Music site, fans listening to the unsigned artists’ songs can click on a link to purchase their music from a variety of their preferred digital distribution platforms, including Amazon, eMusic, Napster, and iTunes.

"The online distribution model is changing," says Labrum. "We are spearheading these efforts to enable artists the maximum amount of exposure with a minimum amount of risks. By forging partnerships with outlets already established in the space, we can leverage their connections, and they benefit from our vast catalogue of world-wide artists. The new era of distribution is now, and we are thrilled to take the leadership role."