eMusic Takes it to the Streets

EMUSIC GOES GUERILLA: eMusic launches a new branding campaign today which involves a “Road Show” in different cities that will allow passers-by on the street to encounter their “next favorite band” through music video projections on the sides of buildings in major urban areas, featuring new artists Best Coast, No Age and Sonny and the Sunsets. Special hypersonic speakers will beam the sound directly at the audience, with spectators getting lighters, iron-on decals and free music downloads. The eMusic “Road Show” begins in N.Y. and travels via a throw-back rock & roll-inspired van to Atlanta, Miami, Austin, L.A. and Chicago through next May. The campaign, created by creative agency Sarkissian Music and media firm TargetcastTCM, will also include online video ads, email marketing and partnership initiatives, and can be seen at http://www.emusic.com/roadshow. This spring, an OOH/mobile campaign called “Hear/Here” that provides insider information on musical landmarks in major markets will follow. (12/13a)