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Geffen Records Taps FeedBurner for New Online Marketing Initiatives

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Jun 6, 2006 

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Sarah Novotny  |

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Geffen Records Taps FeedBurner for New Online Marketing Initiatives

Geffen Records today announced that it has selected RSS feed management provider FeedBurner to manage Web feeds for its artists’ content, including Mary J. Blige, Lifehouse, Weezer, Snoop Dogg, Rob Zombie and others.

Geffen will in turn be implementing the full suite of FeedBurner’s feed management services to add rich interactivity to its feeds and Web site. According to the release, Geffen will become the first in the music recording industry to integrate feeds so thoroughly into its overall promotional strategy to convert passive Web site visitors into loyal subscribers.

FeedBurner’s full range of services will provide a platform on which Geffen can launch new artists and bring fans closer to their favorite performers via music communities. Using FeedBurner’s FeedFlare service, Geffen will let fans interact directly with performers’ sites by rating albums at iTunes or becoming a friend of the band through MySpace. The record label also plans to reach the millions of feed subscribers available through the FeedBurner Ad Network by placing media to coincide with upcoming album launches and other promotions.

“The target audiences of our artists are plugged in and constantly in search of a direct line of communication to their favorite performers,” said Lee Hammond, Director of New Media at Geffen Records, in a press statement. “When we started laying the groundwork for the new site, our early trials indicated that the feed is one of our most loyal communication vehicles. With FeedBurner’s platform, we are able to strengthen this key channel and offer a wide range of services that benefit fans and performers. We were very impressed with the breadth, depth and simplicity of FeedBurner’s services.”

As part of a re-launch of the Geffen Web site, the company will offer subscription feeds for more than 50 artists spanning a wide range of genres. The company will utilize FeedBurner’s FeedFoundry service designed for mass feed management featuring one-click service activation and detailed usage reports across all properties.

Tags: feedburner, geffen_records, partnerships, RSS and social_networking

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