WHAT: Universal Music Canada has partnered with direct-to-fan service PledgeMusic to find new avenues to fans. While PledgeMusic allows artists to raise funds for projects -- a la Kickstarter, Indiegogo and RocketHub -- it positions itself primarily as a platform that markets albums from the beginning of the recording process through their commercial releases. Thus, a major label can run a pre-order campaign on PledgeMusic and allow fans to receive updates and exclusive content until the album is released.

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