Today, EMI Music extends its strategic alliance with Samsung Mobile by launching money-can't-buy, VIP Turin Brakes gig tickets and content exclusively to the Samsung UK Fun Club (SFC) website. The promotion is tied into the launch of the new Samsung E720 music phone.
Members of SFC are offered the chance to win ‘backstage pass’ tickets for all the tour dates, plus access to exclusive footage of a private, invite-only Turin Brakes gig and a video interview with the band, both created by EMI Music UK's specialist video content team. Further content includes a range of mobile phone ring tones and real tones, including the top 5 single, ‘Painkiller’, ‘Underdog’, and the new single, ‘Fishing for a Dream’. The site will also feature video vox pops of the backstage ticket winners and the band.
Imogen O'Rorke, Head of Content at Samsung Mobile, comments, "Allowing our consumers to get closer to artists is one of the huge benefits of our ongoing relationship with EMI Music UK. This year we plan to bring more exclusive benefits, such as special gigs and mobile content, for music lovers through our music zone.
"Created by EMI, the content we have for the site does not get more official than this. Working with EMI's in-house team, the process was also streamlined, meaning we can provide artist-endorsed content to our consumers quickly and directly from the source."
EMI Music UK's year-long relationship with Samsung highlights the symbiotic relationship between mobile and music.
Danny Van Emden, Digital Media Director, at EMI Music UK, comments, "Music is a fantastic channel for brands, providing additional depth and emotion. Our work with Samsung provides greater 'stickiness' to the SFC site; driving opt ins and loyalty, and building a strong online community. Because all footage is created by the EMI Digital Content team, who have an ongoing relationship with our artists, they can get to places that other crews can't and create genuinely intimate and personal content. The vox pops will provide a nice viral touch, as well as reassuring consumers that there really can be a free lunch and that people really do win these competitions.
"Our relationship with Samsung is part of a wider mobile strategy in offering fans alternative and imaginative channels for them to listen to, enjoy, and discover music."
The campaign is being promoted on EMI Music UK's aggregate site, The Raft, the official Turin Brakes site and marketing material will be sent to The Raft’s and Turin Brakes’ extensive databases. Samsung branding will appear on Turin Brakes tour/in-store posters and gig tickets.
About EMI Music UK - Digital Media Division
EMI Music was the first major record company to establish a dedicated Digital Media division in 1998. The division, headed up by Danny Van Emden, the Digital Media Director, is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music's record labels - EMI Records, Innocent, 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 exclusive content; managing data capture and eCRM systems; and monetising EMI Music's assets across the digital media. The division is also responsible for the EMI Music aggregate site, 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 are 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.
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.
About Samsung Electronics
• The world's 21st most valuable brand, jumping 15.7% in value to $12.6 billion in 2004 (Interbrand, 2004)
• 66,000 employees worldwide
• 83 facilities in 50 countries
• World’s no. 1 manufacturer of DRAM, SRAM, TFT/LCD, CDMA Handsets, Colour monitor, VCR and microwaves
• Annual R&D investment: $1.82 billion
Samsung Fun Club is a mobile community for Samsung phone owners, where they can access all the latest music, games and mobile downloads, find accessories, information, software and benefit from exclusive offers and promotions from Samsung.