A new year-long download promotion may spell the death knell for digital rights management (DRM). The Pepsi promotion, which will be formally announced during the Super Bowl on February 3, will advertise a possible one billion downloadable MP3 files, which will be available through Amazon.com's download service, which does not feature DRM. We have not been able to obtain a list of participating labels to date, but since EMI, UMG, and Hollywood Records already participate at Amazon's MP3 store, they're probably involved. Less certain are Sony BMG and Warner Music Group (WMG), who seem to be sticking as much at the 40¢ per song (compared to 65–70¢ from Amazon or 70¢ from iTunes) offered by Pepsi as at the lack of DRM—although neither label has yet offered unprotected digital files.
