UMG creates new streaming service with HP

Computing manufacturer HP (Hewlett Packard) have announced an alliance with Universal Music Group with the launch of their very own ‘free’ streaming service – HP Lounge.

In a bid to gather and entice younger generations to buy their computers, HP have thrown the bait and offered the free streaming service with every computer purchased.

The service will be an all ad-free radio listening stream exclusively playing Universal’s catalogue of artists. For an unlimited amount of streaming pleasure during the first 12 months from purchase, HP has offered a neatly arranged station format catered to genres, artists and even mood. After the initial 12 month period, HP will be charging between AUS$4-$5 a year for the use of HP Lounge.

Handpicked by Universal curators, the lounge will provide the purchaser with exclusive behind-the-scenes access, ‘making of’ footage, artist interviews and album reviews. HP will also run contests with the chance to win concert tickets, meet-and-greets, exclusive studio tours and VIP experiences with exclusive access to showcase events.

In an interview with The Telegraph, HP’s Vice president and general manager of personal systems for EMEA, Achim Kuttle said: “HP Lounge ships with every consumer device that we ship in Europe, the Middle East and Africa, and with it you can really select what you would like to listen to, depending on what kind of mood you are in.”

Pre-loaded with every PC and tablet sold, HP Lounge is a strong surge in the push for innovation and consumer understanding in the streaming era. Non-HP users have been given the opportunity to download the app, however, they will only be granted 30 secs of listening pleasure for each track played.

Assuring media the roll out is not an effort to compete with the likes of Spotify or Apple Music, Ron Coughlin, senior vice president and general manager of HP's Printing and Personal Systems Group, told The Telegraph: “We're not trying to get into that business by any means. Right now it's more focused on giving a better experience and thereby people preferring HP devices.”

With revenues for streaming passing the $1bn for first time in its short history recently, the streaming rubrik’s cube continues to see global retailers enter the fold.