Liquid will "provide encoding, hosting, clearinghouse and delivery services" for the group. The "delivery" part will include providing "end-to-end" services via Liquid’s network of affiliates, including retailers, as well as physically delivering newly polished wingtips to UMG executives.

"Universal Music owns the most extensive catalog of music in the world," ventured Liquid SVP of Content Development and Label Relations Dick Wingate. "By adding such a large variety of Universal content to our digital music catalog, we can offer a realistic alternative to file-sharing, and give consumers the selection they expect when experiencing music online." Wingate then returned to the task of organizing his vinyl LPs by subgenre.

UMG is the fourth major to do such a deal with the new-media stalwart. Among tech outfits, Liquid is perhaps the greatest beneficiary of the Big Five’s continued faith in the paid-download model.