Rental Redefined: eMusic Strikes Avis Partnership

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Rent a car, get some independent MP3s.

That is a proposition being presented by eMusic and Avis, an unusual pairing.  According to information shared Tuesday, Avis renters will be given access to a handful of free downloads supplied by eMusic.  Additionally, eMusic will offer a collection of playlists geared towards seasons, destinations, and other pertinent themes.  “Music and driving go hand-in-hand, so eMusic is the perfect way for our customers to find songs to capture the mood of their trip,” explained Becky Alseth, senior vice president of marketing for Avis Budget Group.

For eMusic, the partnership broadens the potential audience, though Avis renters may represent a suboptimal target.  Instead of mainstream artists, eMusic caters towards more independent content and less-recognizable artists.  Incidentally, Avis was once paired with iTunes, though that contract was not renewed according to one source.  Elsewhere, Avis blends XM Satellite Radio into a limited number of premium rental models, part of a deal first announced in 2003.