Hardware giant Sony has struck separate deals with Napster and 7digital.com that enables free music to be bundled with certain Walkman-branded portable music devices.

A video collaboration between Sony U.K. and digital media deliver firm 7digital sees thousands of vouchers placed inside the "Walkman Wirefree" series, which are sold through Argos retail outlets in the U.K. and Ireland. Consumers can use the voucher to download five free music videos.

Ben Drury, CEO of 7digital, notes the agreement is his company's first with a hardware manufacturer. "Establishing this collaboration with Sony United Kingdom puts us in a great position to provide customers with a compelling combination of exciting content and high-quality devices," he comments in a statement. "Through key partnerships we will be able to provide more choice for consumers, encourage more competition in the digital music market and ultimately offer a better deal for the consumer."

Meanwhile, a range of the "Wirefree" handsets will come pre-loaded with the Napster service, through an arrangement struck by Sony U.K. and Napster U.K. New "Wirefree" owners will be offered five free downloadable tracks, and a free 14-day trial of the Napster To Go service.

"By combining Sony's 'Walkman Wirefree' with Napster's catalogue of over five million tracks," comments Thorsten Schliesche, Napster VP sales and marketing Europe, "we are offering music lovers a complete service from the moment they purchase the product."