EMI to launch online music portal

Music label EMI expects to launch a digital music portal to sell audio and video of EMI-signed artists and guest artists directly to consumers.

EMI’s "consumer lab" will be a testing grounds for the record label, in an attempt to try and create new methods to reach out and interact with consumers.  Similar to services like Pandora, EMI’s new site will analyze what you’re listening to and recommend similar music tracks that you may like. 

The project is being led by former Google executive Douglas Merrill, who is now lead director of the EMI digital team.  Merrill and his executive team are expected to try a few different techniques to attempt to gauge which manner consumers want their music.

The portal is more for customer behavior observations and is not aimed at trying to compete with Apple iTunes, Rhapsody or other similar services.

"This is not an effort to displace iTunes, Amazon or any other retailer partner," an official EMI statement said.

Large record studios have attempted to better connect directly with their listeners, as digital music and online peer-to-peer piracy are still relatively new to the music industry.  The other major record labels also have launched similar initiatives, but have seen varying results so far.  For example, the MusicNet and Pressplay online services crashed and burned at the same time iTunes began in 2003.

EMI is working with MySpace Music and has its songs available in the Nokia Comes with Music program, and will continue to expand its music catalog across multiple platforms.