Mexico's premier music retail chain, Mixup, will launch its much-anticipated MP3 store Thursday. The store, called Mixup Digital, will launch with over 500,000 DRM-free tracks from all four majors, with independents to be added at a later date, says Mixup founder Isaac Massry.

The goal is to get up to a million tracks by the end of the year. Massry says tracks will sell for about 10 pesos each (77 cents U.S.) and there won't be a special full-album price.

Mixup Digital will be supported by a marketing campaign that includes in-store signage, newly designed shopping bags, employee buttons, print ads and radio spots. Wisin & Yandel, Yahir and Alexander Acha have taped video testimonials encouraging consumers to download legally from the store.

Online download stores Beon and Tarabu have not fared well in Mexico, in part due to lack of portability of their DRM-protected tracks. "Labels have finally decided to sell mp3s so we've decided to support them," says Massry.

Lower credit card use and rampant piracy have also stymied online downloads. But Mixup enters the download world with an established brand behind it and store locations throughout Mexico.