This is a guest post by Michael Pinto who is the Creative Director of Very Memorable, Inc. a design firm that specializes in the youth market and interactive media.

Over one year after EMI took the first step to offer DRM-free downloads (April 2007) Rhapsody has decided to play catch up. Rhapsody is a joint venture between Real Networks and MTV, and that’s where its problems start: At this point for the youth market MTV is no longer associated with music – if anything on cable it’s been replaced by MuchMusic and on the web there are upcoming dynamic brands like Pitchfork.tv that are poised for high growth.

The sad reality is that while MTV is doing better than ever before, its original core competency has faded with time. But even if you go with the nostalgia value of MTV, then it’s a poor idea to keep the name “Rhapsody” which carries no branding weight – if anything the service should incorporate the MTV moniker in some shape or form, even if it’s something as simple as download.my.mtv. If Rhapsody is to break out of its generic funk it’s going to need to take advantage of the creative packaging that MTV Networks use to be well known for – but up to this point has been ignored.