Amazon is once again offering Lady Gaga's Born This Way album for $0.99 after its initial offer on Monday brought down its servers due to heavy demand.
However, unfazed by the Monday debacle, Amazon is offering the deal again. On twitter Amazon said: We're doing it again and this time we're ready. Get @ladygaga's Born This Way album for $0.99 today.
Speaking about its failure to handle the surge in Lady Gag's album's demand Craig Pape, director of Music for Amazon said: Clearly customers are really excited for Lady Gaga's new album - we saw extraordinary response to Monday's promotion - far above what we expected - she definitely melted some servers.
As part of the deal customers also get and upgrade to 20GB of Cloud Drive Storage - Amazon's recently launched cloud-based music locker service.
And this Amazon states this time we are ready.
The music locker landscape has been significantly altered since reports of Apple signing licensing deals with Sony Corp., EMI Music and Warner Music started filtering in last week.
Amazon was the first to launch its music locker service in March under the moniker Cloud Drive. Google followed suit by launching its cloud-locker service called Music Beta. Amazon's and Google's music lockers are called passive locker as it allow users to upload their music on the cloud which can then be streamed to any device via a browser.
Google's service is presently not tied to an online music store as Amazon's Cloud Drive.
Both Amazon and Google launched their services sans a licensing deal with music labels, decision which was not well received by music labels. Reuters reported that there could be a legal backlash against Amazon from music labels. Reuters report about Amazon's CloudDrive service quoted Sony Music's spokeswoman Liz Young as saying: We hope that they'll reach a new license deal, but we're keeping all of our legal options open.
The legal premise on which Google and Amazon attempted the venture was that users are uploading their own music in the cloud, just as they would on any other device.
However Apple changed the whole scenario by signing agreements with Sony Corp., EMI Music and Warner Music. The report was confirmed by both CNET and Bloomberg.
With the license in place Apple is in a position to offer a service which eliminates the need to upload music to the cloud which is usually a time consuming exercise. Apple can now offer a scan and match service. WSJ reported that under this service a music service first buys a catalog of music from a music label and then scans a user's hard drive to match the files with music stored. It then ascribes the user the right to stream the verified songs to multiple devices.
Amazon's deal on Lady Gaga's album is an attempt to promote its music locker service. Mashable reported that Lady Gaga's single Born This Way was considered the fastest-selling single ever in February on Apple's iTunes store worldwide