New York, NY (Top40 Charts/ eMusic) - Today eMusic launches its first branding campaign in four years, focused on differentiating the digital music club by delivering irreverent and engaging experiences that capture the essence of music discovery. The campaign developed by newly appointed creative agency Sarkissian Mason
and media firm TargetcastTCM, uses humor, passion and knowledge to appeal to serious music fans who want to discover, own and know more about music. Sarkissian Mason
and TargetcastTCM will use a variety of media in inventive ways to communicate the experience of eMusic membership.
"Serious music fans crave serendipitous discovery combined with in-depth information," said Jean Mischler, eMusic VP of Customer Acquisition. "We wanted to demonstrate how eMusic is unique while being authentic to music culture. Sarkissian Mason created engaging ways to get music fans to learn about and become members of eMusic."
To bring music discovery to life, Sarkissian Mason has eMusic embarking on a guerilla "Road Show" that will allow pedestrians to encounter their "next favorite band" through music video projections on the sides of buildings in major urban areas throughout the U.S. Artists featured include Best Coast, No Age and Sonny and the Sunsets. Special hypersonic speakers will beam the sound directly at the audience. Spectators will get lighters to give an irreverent wink to the show. eMusic members and those who check in on Facebook, Twitter or Foursquare will get special eMusic swag like iron-on decals and free music downloads. People can see the full show and interviews with the bands at http://www.emusic.com/roadshow.
The eMusic "Road Show" begins in New York City on December 13 and travels via a throw-back rock ';n roll inspired van to Atlanta, Miami, Austin, L.A., and Chicago through May 2011.
The campaign also includes the "Impossible Concert" print campaign that pays tribute to the artform of concert posters. The artists in the "impossible concert" lineup were chosen by eMusic editors because of their musical connection, which is explained in greater depth on the eMusic site at http://www.emusic.com/rollingshow . The campaign is set to launch in the December 23 issue of Rolling Stone and will include a series of collectible poster prints.
"With eMusic we have the opportunity to create advertising experiences that showcase eMusic's ability to connect with music fans on an emotional level," said Patrick Sarkissian. "This audience is looking for ways to satisfy their hunger to discover, know and experience more music and eMusic provides that."
The campaign will also be supported by online video ads, email marketing and partnership initiatives. The next tactic to launch in the spring is an OOH/mobile campaign called "Hear/Here" that provides insider information on musical landmarks in major markets.