The Vole gets into record promo game

IN A - here we go - bid to leverage synergies between its next-generation digital platforms, Microsoft is introducing a new cutting edge initiative to expose consumers to emerging music acts across its entire digital footprint.

Phew. Enough buzzwords for you? The bottom line is that bands you've never heard of will start tipping up on Zune, MSN and Xbox Live with exclusive videos, tunes, and DVD-style commentaries on their music.

The programme is dubbed Ignition (mmm, trendy), and is designed to get hip young kids using Microsoft products to discover new music and get in on the 'scene'. Currently, Xbox Live offers 'Artist of the Month' video downloads to the Xbox 360, and the Zune store will now offer iTunes-esque free downloads of promo artists.

First up is UK band Maximo Park, who will get plenty of exposure via the service. Although, ironically, since the Zune isn't available over here and the US Xbox Marketplace has different content from the UK one, chances are none of their fans here in their home country will actually be able to get any of the content.

That's called joined-up thinking, folks. µ