Virgin will offer free concert tickets and free downloads of acts playing in the London Now 2005 initiative, which will run for the next three months and will take in 30 gigs during the first month alone.

"Rather than just concentrating on the events we do in-store what I wanted to do is get Virgin Digital out at gigs across London because about 25% of all downloading happens in Greater London," says Andy Kendrick, who is working as consultant for ...