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04.05.12MusicWeek 3
METAL CAMPAIGN MARKS FIRST LABEL-BRANDED CATALOGUE PARTNERSHIP
EMI scores iTunes first I
LABELS BY TOM PAKINKIS
Tunes has launched its first ever label-branded catalogue partnership with EMI’s
Metal For The Masses initiative. The online tie-up appears in
the main carousel on the iTunes homepage. Unusually, it carries EMI’s own ‘World Of Metal’ branding, directing consumers to a hub area where they can purchase from the label’s metal catalogue – or buy an exclusive sampler album for £2.99. The Metal For The Masses
campaign has seen EMI and Century Media collaborate since 2005/6. The pair pool assets, combining EMI’s 200-strong classic metal album catalogue with 100 Century Media albums from a more contemporary metal roster. As part of a refreshed
marketing model this year, the labels have created a narrative, demonstrating the development of the genre over time and territories. The campaign takes
advantage of numerous social media outlets, web-based marketing initiatives and
exclusive partnerships – in this case Future Publishing’s Metal Hammer and Classic Rock magazines and, of course, iTunes. “It’s a level of media and commercial partnerships that
“You’ve got to be the
dominant force within a genre. When it comes to establishing EMI as a dominant player in
that genre, it’s important that we are perceived as making
progressive steps to work with the appropriate partners” DAVID ROWE (left), EMI
characterises a new way of working as well as drumming up as much interest as we can online,” said EMI’s VP global campaigns David Rowe. “The iTunes campaign is exciting because we’ve
developed a digital sampler and also because it allows us to profile the depth of catalogue, which really gives a flavor of the genre old and new.” On why he felt this particular
campaign had been able to draw iTunes towards such a deal, Rowe said, “I think firstly you’ve got to be the dominant force within a genre. “We have a very strong
representation within the genre with Century Media, which helps to create a campaign that’s credible and has integrity in the eyes of consumers. “That goes a long way when it
comes to setting up both retail and media partnerships.” Rowe also emphasised how
important it was to work with iTunes in order to make an impact. “They are certainly an important player in the market and it would be naïve to say, in any well established niche genre such as metal, that we don’t want to be in a market leading position,” he said. “When it comes to establishing EMI as a dominant player in that genre, it’s important that we are perceived as making progressive steps to work with the appropriate partners.”
Secret 7” exhibition raises £20,000 for charity
An industry-backed project combining music and art is on course to raise £20,000 for Teenage Cancer Trust. Secret 7” opened in the week
of Record Store Day at the Idea Generation Gallery in East London, showcasing one-off vinyl sleeve designs by artistic and musical contributors. Seven hundred individually-
designed seven-inch vinyl record sleeves went on display – meeting a design challenge set last year by a team from Universal Music UK and TCT, who offered the choice of seven different singles for which to create a sleeve. The tracks selected to inspire the art were: The Cure’s Friday I’m In Love
[released again for its 20th anniversary] Noah & The Whale’s Old Joy, Florence + The Machine’s Only If For A Night, Ben Howard’s Black Flies, DJ Shadow’s Come On Riding (Through The Cosmos), CSS’s City Grrrl and Bombay Bicycle Club’s Lights Out, Words Gone (special Dub mix). More than £15,000 was
Kevin King: Curator of Secret 7”
raised in the exhibition’s opening weekend, and organisers are hopeful the £20,000 mark will have been cracked by the time remaining sleeves are sold. Curator of the project Kevin
King (pictured) said: “Secret 7” developed from an idea into something really wonderful in
Hungry & Woods national radio plugger Dave Rajan has joined EMI’s UK promotions team as radio promotions manager. He will work across all labels and depts – including Parlophone, Virgin, catalogue and Music Services - reporting into Tina Skinner, senior director of radio promotions. Rajan has previously worked for both Columbia and Sony BMG. Elsewhere, EMI’s UK
international team continues to be headed by Pietro Paravella, but he now takes on responsibility for all international marketing across new music, catalogue and classics.
DAVE RAJAN JOINS EMI PROMO TEAM
“Secret 7” developed from an idea into something
really wonderful in the space of six months” KEVIN KING, CURATOR
the space of six months. The result is a truly engaging campaign for fans, the creative community and our artists – which has raised huge international awareness and valuable money for Teenage Cancer Trust in the process.” Chief executive of Teenage
Cancer Trust Simon Davies added: “It’s been a fantastic finale event for our charity of the year partnership with Universal Music and a project which we are incredibly proud to be associated with.’
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