And, No, We’re Not Talkin’ About Mr. Beer or Mr. Bruce; It’s Kravitz, Baby! And It’s Burnable!

Roxio and Virgin Records announced today that consumers will be able not only to download the soon-to-be-released Lenny Kravitz video "Dig In," but also to burn it to CD—provided they have Roxio’s Easy CD Creator software.

Virgin parent company EMI bought a minority stake in Roxio back in June (hitsdailydouble.com, 6/5). This promotion is the first step in the two companies’ strategic alliance.

"Roxio's strategic relationship with EMI was formed with the intention to deliver CD recording solutions for the authorized digital distribution of music," said palindromic Roxio President and CEO Chris Gorog. "The Lenny Kravitz promotion represents a major milestone in the acceptance, by the music industry, of the pivotal importance that burning plays in the digital distribution model. Of course, Lenny’s been burning for years."

Beginning Oct. 30, the video will be available for download from both MTV.com and VH1.com (courtesy of Digital Island’s 2Way Web Services), where consumers will receive a license to download the video in exchange for entering their e-mail address and postal code. Those who do not own Roxio software will be allowed to download the Kravitz video to their PC, but after 30 days the license and video will expire and the clip will not be playable. Those who are tardy get no fruit cup.

Naturally, the e-mail address will be used to keep consumers informed with updates on Kravitz’s touring, appearances and other news. The video will be provided in Microsoft's Windows Media Video format, and thanks to Microsoft’s digital rights management technology, copies sent to friends will only pay if those friends register online. Pretty sneaky, eh?

Said Digital Island's Adam Cohen: "Roxio and Virgin are taking digital media commerce to a new level and paving the way for similar and innovative ground-breaking promotions for future artists."

Lenny, Kravitz’s first album of new material in nearly three years, is scheduled for release on Oct. 30.