eMusic, the digital music download service that sells more than 4.5 million tracks monthly, has unveiled a multi-million dollar advertising and branding campaign that will appear on channels like Comedy Central, The History Channel, Spike, FX and Fuse, among others.
The integrated campaign will brand eMusic as the “soul of independent music” as well as the haven for groundbreaking artists like Ray Charles, Tom Waits, Coldplay, Johnny Cash, the Pixies, Jerry Garcia and others."We are not a commodity music service like others in the space, nor do we want to be,” said David Pakman, CEO of eMusic and managing director of Dimensional Associates, the private equity arm of JDS Capital that owns eMusic, The Orchard and Dimensional Music Publishing. “We are the largest and most prominent independent music brand at a time when the independent music market is exploding -- our only challenge has been getting the word out and this campaign changes that. From our exhaustive library and in-depth content, to the fervor with which we pursue great music, eMusic champions of the soul of independent music and everything it represents."
The new campaign is set to pay homage to independent music through a montage of concert footage, music videos and still frames of bands and fans. Among the songs featured in the TV spots are Bloc Party’s “So Here We Are” and The New Pornographers’ “Bleeding Heart Show." The campaign also will include print ads targeted to avid music fans and non-traditional elements including interactive/online, transit posters, street team promotions and postings in several major markets.