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.”
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