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Nokia Taps Orchard As First Indie Provider

NEW YORK (Hypebot) –
Nokia has chosen The Orchard as its premier independent provider for the launch of its new Comes with Music service announced today in London. As a part of the unique collaboration, Nokia will work with The Orchard's regional marketing staff and data sales analytics to localize the offering. Through custom playlist creation and other discovery tools, Comes With Music will be tailored to serve diverse markets worldwide.

With the Nokia deal as well as a similar "first indie in" status on MySpace Music, The Orchard is showing a willingness to use its advantage as one of the world's largest digital distributors to aggressively place their clients – many of whom contractually accept distribution wherever The Orchard places them – on the widest possible selection of services.

From the press release:

“With their vast catalogue, unmatched digital marketing and promotion expertise, and commitment to innovation and experimentation, Nokia is pleased to name The Orchard as our premier music independent supplier,” said Tero Ojanperä, executive vice president and head of the Nokia entertainment and communities business. “We expect that our close collaboration with The Orchard team as we roll out the service across the UK, and then many territories worldwide, will mean a better offering to Nokia customers, and more exposure for the fantastic independent artists and labels who have chosen The Orchard as their digital partner.”

“Nokia has once again innovated ahead of the market in the mobile music space, aggressively competing with an exciting new model,” said Greg Scholl, president and chief executive officer for The Orchard. “Comes with Music is inventive, and the ground under the music industry is shifting at a speed that rewards innovators and risk-takers – both companies and artists. Nokia, The Orchard, and The Orchard’s tens of thousands of worldwide label clients stand to benefit. We have high hopes that this represents yet another incremental source of revenue