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Business News Digital Labels & Publishers Top Stories
EMI.com launches
By CMU Editorial | Published on Wednesday 17 December 2008
EMI today beta launch their new website EMI.com, which is part of the major record company’s attempts to forge closer connections directly with consumers.
The site aims to be much more content rich than your average record label website, providing access to full track previews, videos, photos, biographies and whatnot from artists from across the EMI empire.
There’s also a music recommendation service which recommends artists based on your music preferences – and will make recommendations based on liking artists not signed to EMI as well as those on the label.
Although in some ways just an enhanced version of the kind of group-wide major label sites operated by Sony and Universal (and EMI, for that matter, whose now defunct The Raft website was always more content rich than most label sites), for EMI the EMI.com project is much bigger than that.
Signing up and engaging consumers on a regular basis is much more part of the mix, presumably with a view to building relationships with music fans so they can sell recordings and other music-based products directly to them, circumventing, to a point, other retailers and download stores.
Better direct customer relations will also strengthen EMI’s offer to new artists, because they have a ready made network of profiled music fans they can promote new singings to.
Commenting on EMI.com, the major’s VP of Digital Special Projects, Alex Haar, told CMU: “EMI.com is designed to be a learning lab. It will help us gain even more knowledge about consumers’ preferences and choices. Those insights will be invaluable to our artists, helping them respond to fans in a more relevant way. This is the beginning of a longer term experiment. In the coming months, we will continue to add content and features to the site”.
