Sprint, Atlantic Records Concoct P2P-Based Advertising Play

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Sprint and Atlantic Records are now pushing a significant, P2P-based promotional and advertising effort, according to a recent New York Post report.

The deal will revolve around rapper Plies, who will offer files embedded with the Sprint logo.  The logo will appear whenever the song is played, and behave similarly to album art on jukeboxes, portable MP3 players, or mobile devices.  The specialized tracks will be crafted and positioned by Artist Direct-owned Media Defender, and Sprint is allegedly paying a six-figure sum for the promotional opportunity.  Roughly sixteen million tracks will flood file-sharing networks, though the report did not outline specific distribution methodologies involved.

The move represents a major shift for Atlantic, especially considering ongoing lawsuits against file-swappers by label trade group RIAA.  But the concept involves an instant payday for Atlantic, which shares a healthy portion of the Sprint advertising revenues.  The arrangement is unlikely to settle ongoing arguments related to the role that P2P networks should carry within the modern music industry, though it certainly breaks ground on a fresh advertising concept.

From a broader perspective, the move follows a long string of P2P intervention technologies and approaches, including those that flood networks with phony and even destructive files.  Regardless, most efforts to tame file-sharing networks at-large have been unsuccessful, and trading activity remains robust.  Just recently, global trade organization IFPI pointed to swap volumes of 20 billion during the last year alone.