Piracy marketing platform from MUSO
February 8, 2016
By Colin Mann
Content protection and data-analytics solutions specialist MUSO has revealed what it describes as a major new addition to its range of market analytics and audience connection products with the launch of Retune, developed to help rights owners market their content directly to piracy audiences, and enable those audiences to reconnect to licensed content.
According to MUSO, Retune is the first platform of its kind to use piracy networks as a delivery system to create controlled content. It creates a clear pathway for audiences being lost to piracy to reconnect to legal channels, opening up a new world of opportunity for the global content industry to reach a bigger and highly engaged audience, at an opportune moment.
Fully outsourced and managed by MUSO, Retune is an online platform that generates highly-targeted, large-scale click-through traffic with a sympathetic, on-brand approach that reflects the attitude and ethos of each individual rights holder.
“Retune is revolutionising the way rights-holders think about piracy,” says Andy Chatterley, MUSO CEO. “Essentially Retune re-directs pro-active fans who are using piracy channels to access content to legal and licensed channels like Spotify or iTunes, or direct to fan pages and reconnects these audiences that are lost to piracy. Combined with MUSO’s strategic anti-piracy system, Retune is changing the face of piracy forever.”
In development since 2013, and trialling in market throughout 2015, Retune builds on the foundations of effective content protection, but aiming to create a clear step-change across the content industry by viewing potential fans using piracy websites as an opportunity. Retune’s core approach is in consistently re-connecting these audiences during their online search with the rights owner directly, to help foster a two-way relationship between rights owners and fans.
MUSO says that for rights owners, Retune is able to offer endless opportunities to promote compelling, original and high-quality content, new promotional material, concert tickets or other offers, in real-time direct-to-fan. Retune also continues that relationship with the audience, collecting cookie behaviour to provide ongoing remarketing opportunities for future promotions, maximising future online ad spend.
“We think audiences deserve a better, more positive experience, and Retune delivers that, at the optimal moment online,” adds MUSO’s Chief Commercial Officer Christopher Elkins. “Having the privilege to already work with over 1,000 rights owners globally, we understand they want the same thing; a closer, better engagement with their audiences. With Retune, we’ve really managed to deliver what rights owners have been asking us for, a platform that enables them to fight piracy on their own terms, with their own message, in a data-led, scalable way that delivers outstanding cost-effectiveness when compared with other click-marketing platforms.”