At the South by Southwest music festival last week in Austin, Apple debuted a new series of prepaid iTunes cards that feature song download codes specific to more than 200 artists. Unlike Apple’s current prepaid cards, which are available in retail stores such as Target, the custom iTunes cards can only be used to download predetermined songs or albums by a certain artist.
“The cards can be used to obtain a specific single from iTunes and are being distributed at shows, press conferences and other events throughout the festival,” according to The Hollywood Reporter. “As one example of what is possible from the promotional and marketing perspectives, Virgin/EMI recording artist the Gorillaz distributed a limited-edition iTunes card good for the premiere of their unreleased new song, ‘Dirty Harry,’ to everyone who attended its world premiere listening party in Austin.”
Update: More information on iTunes Custom Cards can now be found on Apple’s site.