Customers picking up the latest MP3 players this fall are going to get much more than just a device. In fact, they are getting free content as well. To set themselves apart from the pack, manufacturers are preloading music or videos into their players to increase sales.

Reuters writes that the Zune MP3 player from Microsoft, expected this fall, will contain up to 30 free tracks donated from major and independent label partners.

While the economics of the deal vary a bit from one manufacturer to another, they are all basically quid pro quo arrangements in which labels provide the free tracks and reap the promotional rewards in distribution and marketing support.

?It's a direct promotional situation for labels. When you can quantify the real estate to them, then they get interested,?said Richard Winn, Zune head of artist development.

SanDisk is taking the concept even further in its new relationship with Rhapsody. The manufacturer will introduce a line of Sansa digital media players dubbed the Sansa Rhapsody. More than 32 hours of music will be preloaded into the device, most of it major-label fare.

Label sources say they see great promotional benefit for giving away music on these devices, as long as it's protected in a secure digital rights management system that prohibits sharing that song for free.

?This represents a great opportunity for us. The music industry has been giving away music samplers for decades. It's like a pusher - we give you the first hit for free," said Astralwerks general manager Errol Kolosine, whose company is contributing music from its artist Hot Chip to Zune.

• Reuters: Latest MP3 Players Come Equipped with Songs.