EMI And Ad Agency Partner To Promote Music
May 3, 2007 at 5:46 AM (PT)
Ad giant DDB is aiming to pair more brands with hit bands through a new partnership with EMI MUSIC PUBLISHING, according to a NEW YORK POST report. Madison Avenue is always on the hunt for catchy tunes to use as commercial backdrops, and the struggling music industry is more than happy to charge them for hits.
But the companies said their alliance goes beyond song licensing. DDB and EMI said they are developing a range of music-centric marketing ideas for advertisers and already have pitched to several clients. Their ideas range from promotional events to cross-branding deals. The alliance was formed after the two arranged a gospel tour featuring EMI artists for fast-food chain MCDONALD'S, a DDB client.
More advertisers are looking to align with music and recording stars. Advertisers have even started paying bands to come up with original songs rather than recycling old hits for ads. Another DDB client, ANHEUSER-BUSCH, has taken an interesting spin on music by crowning hip-hop mogul JAY-Z a brand ambassador for BUDWEISER SELECT. He also races around in a BUD commercial while rapping on his latest single, "Show Me What You Got."
Meanwhile, music companies are looking for new ways to reach consumers beyond commercial radio. Breaking songs on television shows and in ads has become an accepted venue for artists who once shied away from the concept. "People are getting their music from TV commercials more than they're getting it from the radio," said JOSH RABINOWITZ, Music Director for ad agency GREY WORLDWIDE. "We've been saying for years that advertising is the new radio. The single has replaced the jingle."
EMI In Vietnam
EMI MUSIC, through its SINGAPOREAN unit, has become the first major music company to make its content available for digital distribution in VIETNAM following an agreement with MOBILE SOLUTIONS SERVICES (MSS), the leading local mobile distribution and content aggregation company.
Under the agreement, which is effective immediately, MMS will be EMI’s exclusive mobile service provider for the VIETNAMESE market, dealing directly with mobile networks there. EMI’s entire digital catalogue of international and Asian music will be made available to MMS for all of EMI’s mobile music products which includes downloads, ring tunes, ring backs and wallpapers.