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Instead of selling its digital catalogue through the customary sales channels, Sony intends to launch a gift card service called Platinum MusicPass, through which customers will buy a digital album card in shops and download the full-length albums from a website after they type in an identifying number on the card.

"The introduction of MusicPass is an important part of Sony BMG's ongoing campaign to bring its artists' music to fans in new and innovative ways, and to develop compelling new business models," says Thomas Hesse, Sony BMG president, global digital business.

The moves makes Sony the last of the big four music labels to drop DRM, following similar actions by EMI, Universal and the Warner Music Group.

Napster has also announced that it intends to start selling MP3s, as the industry increasingly looks to boost sales.