The peloton enters the music industry. The popular training start-up, which was already known for using popular music during classes, announced today that it will launch its own music that can only be heard from the app. For the new year, three new remixes of Elvis tracks are coming to the app from Chromeo, Big Boi and DJ Dillon Francis.
The peloton will own the exclusive rights to the songs, which premiere in the app today as part of an “ultimate remix collection”, which includes yoga, strength, core and outdoor running courses. As part of a New Year’s promo, the company is also extending its 30-day free trial to two months.
A spokesperson says that the idea behind starting with Elvis was to find a “new expression for the classic catalog in a modern way”
Exclusive music makes sense for Peloton. The company already has its own hardware and video content, intended to keep users hooked and ward off competitors. If people want to use a Peloton bike or take a class from a Peloton instructor, they have to stay in the company’s ecosystem – and the same now applies to these tracks. Still, it is unclear how popular the songs can ever be without appearing on streaming services, on the radio or in commercials.
In the long run, exclusive music also makes sense as a way for the Peloton to cut licensing costs. The company pays per music stream, in the same way as companies like Spotify, and has drawn up agreements with artists such as Beyoncé to secure rights to their music. Building a larger catalog of exclusive internal music can be a way to get rid of these costs, as long as the company is able to create songs people will hear during training.