Shift and its assets will be folded into Virgin Digital, and will serve as the foundation of a new offering from the service aimed at facilitating consumers’ transition to a pure digital media environment.
As part of the acquisition, Shift Music founder Aaron Grosky will become Virgin Digital’s head of digital services and artist & label relations. Grosky will report to Zack Zalon, president of Virgin Digital. Financial terms of the deal were not disclosed.
Digital music services bring new and exciting opportunities for consumers to enjoy their music. However, figuring out how everything can sync together can be a scary proposition for users when they attempt to merge their physical music collections with their digital music collections, said Zalon.
With Shift, we can make a new connection with consumers who have been hesitant about making the move to the world of digital music, and help those already adopting the digital way to expand their collections seamlessly, added Zalon.
