NEW YORK (Hypebot) –
The newly formed Digital Data Exchange (DDEX) has added The Orchard as a charter member and given the digital distributor a seat on its Board. The Orchard will play a role in shaping how DDEX might apply standards to the exchange of digital data in the web 2.0 space including the marketing and promotion of artists on social networking sites.
DDEX hopes to spread a single set of standards across the digital landscape. Implementation has already been completed at iTunes, Muzak, Real Networks, SFR and Telefónica Servicios de Música S.A.U., music content companies Sony Music Entertainment and Warner Music Group, and music rights societies, ASCAP, BMI, HFA, MCPS-PRS, SACEM and SGAE.
In joining DDEX, The Orchard becomes part of a large existing Board that includes EMI Music, Sony, Warners, Universal, ASCAP, Harry Fox, Apple, Microsoft and RealNetworks. Dan Pifer, EVP Operations & Technology at The Orchard, will sit as the company's representative.
“We are pleased at the opportunity to contribute to DDEX and also, ensure that the independent music sector has a seat at the table”, said Pifer, “The adoption of standards is crucial for the continued growth of our industry and for the adoption and propagation of new technologies that support the marketing efforts of labels and artists.”