Friendly Fires Ignite Roundhouse Downloads

Apple are certainly no slouches when it comes to marketing, and they are using the current series of London music festival gigs to promote iTunes by giving the audience a free set of mp3 downloads…

Playing In The Roundhouse

During a visit to London this week I happened to catch the Friendly Fires playing a set in Camden’s Roundhouse. This is a really special venue, being a circular structure with gallery seating curving around above the main space in front of the stage. The rear of the stage is backed up by large TV screens, which have much more potential than simply spewing out colorful vortices (as was the case at this particular event).

Nonetheless, the fact that the gig itself was heavily iTunes branded, coupled with the download code that was provided to each attendee upon admission, illustrates the extent to which the offline and online worlds are converging for music. iTunes is obviously in a strong market position already, but record labels should take note – if you don’t take advantage of online opportunities, then there are plenty of others who will…