PRINGLES PARTNERS WITH THE ORCHARD TO POWER MAJOR RINGTONE CAMPAIGN

"On Pack" Promotion Will Offer Free Realtones Featuring Independent Artists Distributed By The Orchard

New York, NY and London, UK – 12th March 2007 - The Orchard, the world’s leading digital distributor and marketer of independent music, today announced a partnership with Pringles’ to power their first mobile music promotion. By doing so, The Orchard scores another "first" in providing an end to end music and technology solution to a major global brand and underlines the increasing respect major brand advertisers have for the vital role of independent music in engaging their customers in new and exciting ways.

The three month U.S. nationwide campaign will run on three million Pringles cans. Consumers can choose two realtones online, entering their redemption code to receive the tones directly to their mobile phone.

The Orchard has programmed 300 cross-genre realtones for the promotion, including TV and film themes from "The Godfather," "Jaws," "Rocky" and "Cheers;" current chart hits from iio and Bloc Party, clips from breaking bands like The Hold Steady, dancefloor classics (Young MC's “Bust a Move”), comedy tones from The Jerky Boys and Lewis Black, kid tunes such as "Monster Mash" and Jazz, R&B, Country and World tones from Duke Ellington, Ray Charles, Kenny Rogers and Ravi Shankar.

"Pringles is all about fun and we want to find great ways to connect with our consumers,” said Claire Miller, Brand Manager for Pringles. “People identify with their cell phones and this partnership gave us the opportunity to provide our consumers with something fun that could be uniquely their own, thanks to Pringles."

“The independent music sector continues to develop exciting new digital programs and offer unprecedented promotion opportunities for artists that, unlike programs of the past, are royalty-bearing. The Orchard continues to innovate in working with global brands like Pringles to develop these programs, and we look forward to even more exciting opportunities throughout 2007,” said Greg Scholl, president and chief executive of The Orchard.

About The Orchard
The Orchard is the world’s leading digital distributor and marketer of independent music, with a catalogue of more than one million tracks representing 73 countries, thousands of labels, and every music genre. This catalogue includes titles from multi-platinum acts such as Green Day, Coldplay, Ray Charles, and Ice-T, as well as from breaking bands like The Hold Steady, Bedouin Soundclash, and Immortal Technique. The Orchard supplies all the leading legal digital music stores and mobile operators throughout the world and markets its labels’ catalogues for sync song placements in films, commercials, and television shows. The company is owned by Dimensional Associates, the private equity arm of JDS Capital Management, Inc. whose portfolio companies also include eMusic and Dimensional Music Publishing. The Orchard is headquartered in New York and London, with offices in 27 countries and six continents.