Rockstar and Amazon bring digital music distribution to GTA4

If the hugely successful, industry-changing Grand Theft Auto 3 is any barometer, Rockstar's soon-to-be-released Grand Theft Auto 4has the potential to be one of the biggest titles of all time. Lookingto cash in on that potential, Amazon and Rockstar Games have teamed upto create an interesting new aspect of the game that will leverage theever-increasing bond between gamers and music: Grand Theft Auto 4is set to include a unique new model for digital music distribution:gamers will be able to buy music for their iPods, PCs, and otherdevices in-game.
The in-game radio feature of the Grand Theft Auto gameshas long been lauded, and now players will have the chance to scoop upthe songs they hear in the game to listen to in the real world. A newtechnology called "ZiT" uses the game's cell phone feature. Whenplayers hear a song they like, they can dial a number on their in-gamecell-phone to receive a text message detailing the artist and tracktitle. For users that sign up for the new Rockstar Games Social Club,an e-mail will then be sent with a link to a custom Amazon.com playlistwhich features the tracks phoned in. These DRM-free tracks will bepriced in the 89-99¢ Amazon price range.

The game's soundtrack reportedly includes over 150 tracks. Thedevelopers are "aiming for music geeks by handpicking rare,hard-to-find songs such as Electrick Funk's 12-inch treasure 'On AJourney' and Elton John's "Street Kids' off his relatively unheralded Rock of the Westies,"as well as songs exclusive to the game like "'Vagabond (Liberty CityMix)' by the Greenskeepers and 'War is Necessary' from iconic rapperNas," according to a press release posted on Yahoo! Games.

Citing the success of downloadable music sales as implemented in Rock Bandas an inspiration, but boasting the ability to take songs outside ofthe game, Amazon and Rockstar are looking for similar results fromplayers of Grand Theft Auto 4. "Music has long played anintegral part of the game playing experience," said Ronn Werre,executive vice president of EMI Music's Sales, Licensing andSynchronization unit, in a statement. "We think giving players theability to identify and buy their favorite tracks from Grand Theft Auto IV's popular radio stations is a great new music discovery tool for fans and an innovative new revenue stream for artists."
It's hard to predict just how well this service will work out as the Rock Band and GTA4 models are in actuality quite dissimilar. In Rock Band and Guitar Hero,the two marquee music distribution games of the day, the motivation tobuy new songs is that one is essentially buying more in-game contentthat extends the experience. Furthermore, downloaded music is locked tothe game. With Grand Theft Auto 4, users will be able toenjoy the tracks both in and outside the game. The lack of DRM willalso prove an attractive incentive for digital music fans that are inthe know.
This type of distribution is certainly unprecedented. Aside fromincluded soundtrack CDs or vouchers for free downloads, this kind ofgame-based distribution marks another first for the downloadable musicage. However, the additional step of signing up for a peripheralservice on Rockstar's website may be something of a hinderance. Ubisoftstreamlined a similar process for Rainbow Six: Vegas 2which allows users to register from directly in the game. ShouldRockstar use a similar model, the prospect of cheap, DRM-free music maybe a hard one to pass up for music-loving gamers.
Grand Theft Auto 4 is set to launch on April 29 for Microsoft's Xbox 360 and Sony's PlayStation 3.