British legitimate digital-music service Wippit has partnered with daily London newspaper the Evening Standard for a download giveaway promotion.

British legitimate digital-music service Wippit has partnered with daily London newspaper the Evening Standard for a download giveaway promotion.

By collecting two individual passwords from the newspaper, readers will have access to a selection of 50 free downloads, including titles from Elvis Presley, Bee Gees, Santana, James Brown and Ray Charles.

A password will be printed each day this week. The tracks will be available through a Web address which will be published in tomorrow's (July 27) edition. Wippit is also offering readers the chance to win MP3 players.

In April, Wippit unveiled an upgraded version of its original subscription-based service, adding an รก la carte pay-per-track download option. Wippit downloads can be burned to CD and transferred to portable MP3 players.

"Partnering with the Evening Standard was the ideal choice for Wippit. It reaches the ideal demographic for Wippit and Wippit has the ideal music for that demographic," comments its founder and CEO Paul Myers.

The newspaper has a daily circulation upwards of 424,000 and has readership in excess of than 1 million, according to its publisher Associated Newspapers.

Wippit's tie-up is the latest in a string of endeavours by British newspapers to tap the music-download space. Just last week, rival Napster U.K. launched a download giveaway campaign with British tabloid the Sun. Through a deal with EMI, broadsheet newspaper the Guardian launched a download service via its Web site during Glastonbury Festival in June, while the online division of the Times newspaper has recently offered downloadable extracts from an allegedly "lost" Beatles track.