Brother strikes EMI deal

BROTHER, the Japanese printer and sewing machines manufacturer, has teamed-up with record label EMI to offer a free music download to buyers of its inkjet cartridge packs.

Brother’s Manchester-based marketing team says it has formed an exclusive partnership with EMI to run the two-for-one album download offer.

Nearly two million promotional packs will be distributed in 23 countries from January 2011, supported by point of sale, press advertising, online banners and a microsite.

The company said more than 10,000 albums will be available in the promotion, including artists such as Katy Perry, Coldplay, Norah Jones, Robbie Williams, The Beatles and Queen.

Marketing team leader Andrea Welch said: “We’ve teamed-up with EMI to create a campaign that’s designed to have mass market appeal. This high-profile European promotion provides an added incentive for customers to use genuine ink cartridges.”