EMI Music UK

emi_music_uk_and_ireland_loEMI Music UK was the first major record company to establish a dedicated Digital Media division in 1998. The division is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music UK's record labels - EMI Records, Angel, Parlophone, Virgin and the Catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.

 

The Digital Media division develops many of the company’s digital cross-marketing and artist promotions; providing

"immediate future's strength lies in its ability to deliver strategic thinking and creativity, driven by an infectious enthusiasm for the digital industry. In working with a team that are always willing to go that extra mile, I know that my PR is in safe hands"


Danny Van Emden, Digital Media Director, EMI Music UK

exclusive Content; managing data capture and eCRM systems; and monetising EMI Music UK’s assets across the digital media. The division is also responsible for the EMI Music UK aggregate site, http://www.the-raft.com/, which has been running for 11 years and won multiple awards.

  With in-house skills in journalism, programming, photography, SEO and design, the team is able to generate the right mix of copywriting and creativity to exploit a range of commercial opportunities. Working with EMI’s Commercial Digital team, Digital Media has worked with retail, brand, online and mobile organisations. This year alone, the division has agreed a number of crucial deals with high profile partners including OD2, i-Tunes, mycokemusic, Napster, Orange and Vodafone Live.

IF PR for EMI Music UK

  • Online PR strategy and consultancy
  • Online media relations
  • SEO PR
  • Online press office consultancy
  • Social media relations
  • Training in online PR
  • Influencer relations


Websites developed for well-known artists include Kylie.com, Kelis.co.uk, thethrills.com, nerduk.com, thedivinecomedy.com, doves.net and jamelia.com. The team is also responsible for creating artists’ web shops, selling physical products and exclusive merchandise, as well as developing mobile shops and download platforms.

EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.

www.emimusic.co.uk

 

Blog relations – now WAPs what I call music

Objective: To generate excitement online about the launch of EMI’s mobile WAP service for music lovers.
Campaign: Identified most influential bloggers on the music scene for a number of genres including classical, R&B, pop and indie and asked them if they would like to receive gossip and news directly from EMI.

Subsequently, IF seeded drip fed news of the launch of the WAP service and the new Christmas album releases to receptive bloggers.

  • Results:
    Built brand reputation of EMI amongst influential music bloggers
  • Developed a lasting relationship with key music bloggers for future drip feeding of news
  • Improved the search profile of EMI Music in relation to the WAP service

 

 

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