EMI Music U.K. is attempting to tap new revenue streams through a strategic partnership with TLC Marketing plc, a leading international sales promotion and incentives company.

Through a new online initiative, third party firms will be enabled to offer EMI tracks to drive their brand promotions and loyalty schemes.

TLC Marketing has previously struck partnerships with such firms as Samsung, First Direct and British Gas. Terms of the new deal were not disclosed.

In a joint statement, the companies noted that EMI's ability to offer DRM-free content was "instrumental in opening up new and previously unavailable revenue streams, such as the strategic partnership agreed with TLC."

Consumers participating in the promotion can opt for exclusive DRM-free EMI offers, on an unlimited basis for a year. Tracks will be delivered via an EMI Web site.

"We are delighted to be working in partnership with EMI to give our blue chip clients the opportunity to boost their sales, launch new products and engender loyalty with this high value incentive," comments Sharon Gold, marketing director, TLC Marketing, in a statement.

Graeme Rogan, head of online sales, EMI Music U.K., described the tie-up as "a fantastic opportunity" to work on high profile, third-party promotions, which he described as "key to our strategy of opening up new and incremental revenue streams in the digital world." He adds, "we are confident that our partnership with them will generate mutually beneficial results."

The partnership follows EMI Music's announcement in early April that it would making its repertoire available in a new DRM-free, high quality download format.