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emusic
Digital musice service for independent-minded music lovers.
BRIEF
Launch the brand as the destination for independent music downloads.With a little brand called Apple as its main competitor (remember iTunes?), eMusic wanted to differentiate itself and its offerings by championing independent music makers/lovers.
The campaign leveraged captivating lines and black and white imagery of music prodigies and pioneers.
It was a calculated move to position the brand at the opposite end of spectrum from the colorful, poppy look and feel
of Apple's communications dominating the airwaves at the time.
Print ads in publications dedicated to independent artists, transit and wild-postings drove traffic to a
promotional landing page. The campaign helped raise eMusic's subscription and customer retention rates.
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