Eminem and Interscope Geffen A&M Records (IGA) made history on October 29th by offering the 8 Mile Soundtrack containing a software program consumers may install on their PCs. The software program, referred to as the Eminem DeskSite, was incorporated into the 8 Mile Soundtrack CD when it was produced, allowing consumers to install the software directly from the music CD.
After a consumer installs the Eminem DeskSite, IGA may deliver various types of digital content directly to the consumer desktop on a recurring basis. Content may be broadcast to all users, or may be targeted by groupings down to a single user. Communication is reciprocal, allowing interactivity, including eCommerce. The Eminem DeskSite manages all communications through the desktop itself, and does not rely on email, websites, or instant messaging. Deliverable content ranges from text to full screen video.
IGA will use this new communication technology to regularly deliver exclusive content to music fans that have installed the Eminem DeskSite on their computer. IGA believes this product will bring added value to the CD, thus giving consumers a reason to purchase a CD instead of engaging in piracy.
DeskSite technology escapes piracy through the use of a special "unlock" code that is included with the purchase of an authorized CD. A consumer may install the "basic" Eminem DeskSite from any number of sources, including a free download from the Eminem website. However, in order for a music fan to receive "premium" content, they must enter the unlock code into the Eminem DeskSite. The only way to get the unlock code is to purchase a legitimate CD. The premium content is only sent to a PC with an Eminem DeskSite that has been enabled with an authorized unlock code. More importantly, the premium content will follow a given unlock code from PC to PC based upon the most recent install. Thus, by installing the same unlock code on two PCs, a consumer automatically disables the first PC from receiving premium content the moment they install the unlock code on the second PC.
The Eminem DeskSite is a product created by DeskSite, Inc., a technology company based in Irvine, California. According to the company's CEO, Richard Gillam, "IGA can use the Eminem DeskSite product to create several new revenue streams, dramatically reduce marketing costs, and improve CD sales."