On April 2, 2007, EMI and Apple called a press conference to announce that as of May 2007 the EMI catalogue would be available to buy DRM-free (digital rights management) from the Apple iTunes store. As the announcement was made with Apple, many presumed that iTunes would be the first retailer to sell the DRM-free tracks. However, the truth was that 7digital, the UK's leading digital media company, was the first.

Racepoint immediately initiated a rapid-response campaign to ensure that consumers and the industry understood that 7digital was the first retailer to sell EMI's DRM-free tracks. The team hit the phones following the EMI-Apple press conference, offering key journalists interviews with 7digital Managing Director Ben Drury. The message was that iTunes wasn't the sole destination for DRM-free tracks and it wasn't the first. 7digital was offering higher quality at the same price point as iTunes.

The rapid-response campaign was highly successful. Racepoint secured a live interview for Drury on BBC News 24 regarding the impact the announcement would have on the music industry. Media coverage came out in The Guardian, Guardian Unlimited, Music Week, New Media Age, Stuff, Tech Digest, MacWorld, Hypebot and T3. The story was also covered in key blogs such as Music Slut. Most important, 7digital was reported in the same stories as EMI and Apple.