Fans visiting RobbieWilliams.com can download exclusive bundles of content including audio and video tracks.
The content is being pushed to a wider audience through a viral referral system.
Visitors who buy a 'Misunderstood' bundle are invited to recommend it to a friend, with rewards of unique footage featuring behind-the-scenes moments from Robbie if a friend also buys the package.
The download service uses a new service for hosting, managing and distributing music and related content from a partnership with BT and media technology company Blueprint. Its Open Royalty Gateway and Song Centre software, hosted by BT, enables rights holders to post digital files and control distribution of content directly through retailers. The content can be delivered direct to PC's digital audio players and mobiles.
The service has been used for Robbie Williams' number one hit 'Radio' through Australia and New Zealand music retailers, Sanity and Sounds. Audio, visual and mobile content was bundled together for sale and linked to a competition using Blueprints referral and reward technology to drive sales.
EMI music has also agreed a deal with the Carphone Warehouse to provide the greatest hits albums of Robbie Williams, Kylie and Blue as Realtone downloads using edits of the audio masters as mobile ringtones.
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