Give Them Credit: EMI Starts Plastic Cash Campaign

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EMI Music is giving credit to its fans, at least those carrying the right plastic.

On Tuesday, the label shared news of a deal with Plastic Cash International, one that will feature artist-branded cards and music redemptions.

The focal point is a pre-paid Visa card geared towards teenagers and young twenty-somethings.  As part of Plastic’s “MyPlash” series, the artist-themed cards will attempt to better engage that audience, and encourage some reckless spending.  The cards will be positioned within thousands of supermarkets and big box retailers throughout the US, and redemptions include physical and digital recordings, ringtones, wallpaper, and merchandise.

All in all, the deal gives Plastic access to some potentially hot artists, and EMI gains distribution into a number of non-traditional physical outlets.  EMI did not disclose which artists will be featured on the cards, though a number of non-EMI artists are already gracing MyPlash cards.  That includes Atreyu, Simple Plan, Hinder, Danity Kane, and Flo Rida.

Story by analyst Alexandra Osorio.