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iTunes Promo Gets Carded

Los Angeles – Collectibility is coming to the digital music world in the form of iTunes Custom Cards.

Apple launched the prepaid cards Thursday at the South by Southwest Music Conference & Festival in Austin, with a limited-edition, numbered series of cards featuring original artwork and download codes specific to more than 200 recording artists.

The cards can be used to obtain a specific single from Apple’s iTunes and are being distributed at shows, press conferences and other events throughout the festival.

As one example of what is possible from the promotional and marketing perspectives, Virgin/EMI recording artist the Gorillaz distributed a limited-edition iTunes card good for the premiere of their unreleased new song, “Dirty Harry,” to everyone who attended its world premiere listening party in Austin.

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