Don MacKinno, who is heading up the (RED) music player and delivery system, is excited about the prospect of delivering a music package that will offer value for money and help people around the planet at the same time. Don was the founder of the innovative music retailer Hear Music, which Starbucks recently acquired. (RED) will focus on batches of curated downloads, delivered periodically to monthly subscribers. A percentage of subscription revenues will be used to pay for various life-saving medications. The subscription packages will ensure that half the proceeds go towards relief efforts in Africa. Apparently, the collection will include an exclusive track from a featured artist, an emerging artist “that (RED) think you should know” and a non-music “Cracker Jack surprise” — a wildcard that might include a comedy bit, short film or wallpaper. The package will also include an update on African relief efforts affected by your participation. The package will sit on your desktop and alert you as to when an updated collection is waiting for you to download and check out. All music will be DRM free, in the MP3 format and easily added to your iTunes library (or other music archive).
In addition to providing music, artists will also be able to add images that complement the music. Subscribers will also be able to add their own images to the package so that around the world, a mix of images will be shown from users and artists as a song is playing. This communal aspect of the (RED) music app, along with the ability for users to discover (or rediscover) music is something that MacKinno feels will help the player become successful. In addition to having your own player, you can also forward a trial version of the app to your friends and as they join, you will be shown/told how this is affecting aid distribution. With half of each month’s subscription fee going directly to the Global Fund, just five subscribers will generate enough money annually to provide a person living with HIV an antiretroviral treatment for one year. Personally, I am not a fan of music subscription packages but this RED player is something I will definitely check out. Currently, I have heard of a $5 per month fee which even in these hard times is not a huge cost for having access to interesting music and other content, so that while you enjoy the music others will enjoy it too.