eMusic Campaigns for Independent Artists
While Apple’s iTunes dominates the market — eMusic currently gets 4.5 million downloads per month — Hoerenz says the latter’s service has one major advantage over others biting into Apple’s market share. “We’re catering to the iPod audience because we’re the only other digital service besides iTunes that works on the iPod,” Hoerenz says. “So that iPod user has other choices to supplement what they’re doing with iTunes and ripping their own CDs. But we focus on a deeper cut of music than what you’ll typically get on iTunes.”
It is that “deeper cut” which eMusic hopes to highlight with this campaign. Hipster cred aside, the branding effort is aimed not only at eMusic’s core audience of 25-54-year old men, but metropolitan, iPod-sporting women as well. “Our audience tends to be a sophisticated music fan,” Hoerenz boasts. “But that also ties into the fact that we know our audience has certainly adopted technologies. We certainly find that it’s still a predominantly male audience, and we definitely keep that in mind where we do our buys. It’s not exclusively male. But we tend to look at the male/female ratio and their propensity to consume music and technology.”
The banners and TV spots on the current “soul of independent music” campaign will continually evolve, and media buys will expand, says Hoerenz. “We buy through Advertising.com, we advertise on Google and Overture,” he adds. “We recognize that one of the reasons we’re spending money on branding is we know it’ll have a positive effect on our media. It’s a good time for us to be out there, and we’re excited to see how it will assumingly positively impact all of our other media sources.”
In essence, eMusic’s effort serves to further musical discovery versus focusing on top 10 pop artists and touting better prices. “The focus on the campaign is that it’s a celebration of the independent artist,” Hoerenz concludes. “We’re certainly not trying to educate consumers, but introduce them to the fact that they’ve already listened to some independent music. But there’s a richer, deeper flavor of music out there that they’re not readily exposed to.”
Reader Comments.
No comments yet
Leave a Comment
Pages: « previous page 1 2
Tags: Apple, campaigns and eMusicArticle Sponsor
More Features
-
Loading ...
Latest News
- Hulu’s Bringing Its “A” Game But… March 19th 2010 ADOTAS – Hulu’s sales team is actively subverting the ad [...] more »
- Yelp! A class-action suit? March 19th 2010 ADOTAS – One of three civil suits against Yelp filed [...] more »
- Viacom Accuses Google; Testing Digital Millennium Copyright Act March 19th 2010 Viacom has accused Google of turning a blind eye to [...] more »
- Google to Leave China April 10th? March 19th 2010 ADOTAS – According to the China Business News, Google Inc [...] more »
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
Features
- Growing Pains March 19th 2010
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Communications Fellow
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
Recent Comments
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
