Value initiative begins Nov. 1.

Universal Music today (Oct. 30) unveiled details of "an aggressive European strategy" to cut the price on 1,500 digitally-delivered catalog albums.

With effect from Nov. 1, Universal Music Group International will spearhead the pan-European initiative, which it describes as "a music industry first in terms of scale." The campaign will be open to all the major's digital business partners.

UMGI's offering will feature albums such as Buddy Holly's "The Chirping Crickets," Dusty Springfield's "Dusty In Memphis," the Who's "The Who Sell Out" and "Quadrophenia," Bob Marley and the Wailers' "Natty Dread" and "Rastaman Vibration," R.E.M.'s "Reckoning" and the Cure's "17 Seconds."

"As the leading online record company, we are totally committed to expanding and developing the digital music market," comments Max Hole, UMGI executive VP, marketing & A&R, in a statement. "The promise of the Internet has always been about making it easier for people to access music in new ways and at affordable prices, and that's what we are aiming to achieve."

Also central to the "value" campaign, which will roll out during the next 12 months, will be albums by the likes of ABBA, the Allman Brothers, Mary J. Blige, Bon Jovi, Eric Clapton, Counting Crows and Sheryl Crow.

In recent months, UMGI has made a series of pushes to revive catalog, rarities and previously deleted recordings, in the digital age.