The trial, launched in 16 food stores across Norfolk, Suffolk and Essex last month, offers free song download cards at till points, which give away a free song online from local music artists, to showcase homegrown talent.
The first featured artist is Leddra, who has co-written with Ed Sheeran and toured with Tom Jones and Katie Melua. She wrote and performed the 2013 Teenage Cancer Trust charity single Beauty With Heart and has been record of the week on BBC Radio 2.
SupaPass is a streaming app which gives artists their own subscription streaming service, where they can earn 100% net revenue share, unlike the micropayments they get on other streaming models.
East of England says it supports local talent in different ways across the region, notably through its successful Sourced Locally initiative with 100 local producers, and also through partnerships with local groups, startups and regional organisations.
Joint chief executive, Minnie Moll, said: “We are excited to be working with SupaPass on this pilot scheme as it’s offering something new and exciting to our customers, as well as supporting a local business.
“In my role as ambassador for responsible business in the East of England I’ve been lucky enough to have the opportunity to find out more about what great innovations our local region has to offer.”
SupaPass founder Juliana Meyer said the organisation was excited by the opportunity to connect shoppers with homegrown music.
“SupaPass gives musicians, creators and businesses a way to finally earn money from their content and connect more deeply with their followers, with their own subscription streaming app,” she said. “The partnership with the Co-op gives those musicians the chance to share their music with shoppers and highlight the fantastic talent in our community.”
Leddra added: “I’m really proud to be part of this new partnership between SupaPass and The East of England Co-op, both brands champion homegrown talent and are working together to promote independent artists. I’m especially proud to be sharing Armour from my latest Third Love EP. I’m excited to hear the responses from customers and fans.”