The Orchard has partnered with Hip Digital Media, a business-to-business digital technology provider, in a deal that will open the Orchard's catalogue to promotions for third party clients.

The business-to-business provider will supply front and back-end services to allow the Orchard the ability to deliver MP3 files for promotional purposes via branded Web sites that support pin code entry, custom play-lists, and instant music redemption.

"This suite of new digital music products offers brands unprecedented promotional opportunities and a mechanism for artists and labels to reach audiences in new and innovative ways. Consumers everywhere will now be able to access their favorite songs along with their favorite brands in the universally-compatible MP3 format," said Greg Scholl, president and chief executive of The Orchard.