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EasyMusic to rival iTunes in U.K.

By Published on .

[London] Stelios Haji-Ioannou and his Easy Group, parent of cut-rate European airline EasyJet, are bringing their no-frills "easy" positioning to the U.K.'s booming music-download market. EasyMusic, a download service that claims to undercut brands such as Apple Computer's iTunes and Napster, will launch before Christmas. EasyGroup has teamed with independent online music service Wippit to provide the service, starting at 45ยข, less than the $1.40 charge for iTunes in the U.K. In addition to iTunes, the market leader since launching in June in Europe, EasyMusic will compete with brands such as Coca-Cola Co., which launched mycokemusic.com in the U.K. in January. James Rothnie, EasyGroup's director-corporate affairs, said the company is looking at viral marketing to appeal to a target audience that doesn't respond to traditional advertising.
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