I occasionally purchase music on iTunes but usually search for DRM-free versions first on other services. I heard great things about the new Beastie Boys Album, “The Mix Up” and decided to purchase it on iTunes since they were offering it DRM-free.  I was not expecting to receive an email a few days later that explained that purchasing the album on iTunes made me eligible for preferred seating to the upcoming tour via Ticketmaster. Of course there is alot of fine print that explains exactly what “preferred seating” means, but the general idea behind this feature is an excellent one. DRM-free download purchases coupled with rewarding fan loyalty finally begins to fulfill the promise of the Music 2.0 revolution while simultaneously providing a strong incentive against pirating. This approach helps iTunes and the labels legitimize download purchases and increase sales by adding value; It rewards fans who decide to purchase music legally when many other options exist; and, helps artists drive more ticket sales where many of them generate the bulk of their profit.