Company teams up with Universal Music to launch HP Lounge, a web-based radio streaming service
HP has teamed up with Universal Music Group to launch its own music streaming service called HP Lounge, in an attempt to entice “millennials” to buy its PCs.
HP Lounge is an ad-free web radio streaming service, allowing anyone who buys a new HP laptop or PC to listen to music by artists from Universal Music’s catalogue on an unlimited basis for 12 months, via a variety of stations grouped by genre, artist or mood. After the 12 months is up, HP will charge £3.20 a year for use of its sevice.
As well as music streaming, the service provides access to curated content from HP and Universal Music, including behind-the-scenes news, “making-of” videos, artist interviews and album reviews.
Users will also have the chance to win concert tickets and gain access to exclusive music experiences, such as meet and greets with their favourite artists, recording studio visits and VIP packages to private showcase events.
“HP Lounge ships with every consumer device that we ship in Europe, the Middle East and Africa, and with it you can really select what you would like to listen to, depending on what kind of mood you are in,” said Achim Kuttler, HP’s vice president and general manager of personal systems for EMEA.
“The interface is very intuitive, and very easy to use. You will have some very unique search capabilities, which allows you to view content related to your favourite artist or favourite music.”
The HP Lounge app will come pre-loaded on HP’s latest range of PCs and tablets, and can be downloaded onto older HP devices from the Microsoft Store. It is available in 22 countries across Europe and the Middle East.
The company’s European consumer vice president, Pascal Bourguet, said that non-HP users would also be able to download HP Lounge from the Microsoft Store, but would only by able to listen to 30-second clips of each song.
Last month, the Recording Industry Association of America (RIAA) reported that revenues from streaming songs on the internet had passed $1bn for the first time.
Revenue from paid subscriptions to services like Spotify and Rhapsody grew 25pc to $478m, while revenue from free services like Pandora grew 22pc to $550m.
However, Ron Coughlin, senior vice president and general manager of HP’s Printing and Personal Systems Group, said that HP is not trying to challenge the like of Spotify, Deezer or Apple Music.
“We’re not trying to get into that business by any means,” he said. “Right now it’s more focused on giving a better experience and thereby people preferring HP devices. There’s also a bunch of co-marketing components to that that allow us to have more presence in the marketplace.”