eMusic taps M&F to garner more mainstream appeal

NEW YORK: Seeking to reach a more mainstream audience, independent digital music Web site eMusic.com has signed Maloney & Fox as its AOR.

NEW YORK: Seeking to reach a more mainstream audience, independent digital music Web site eMusic.com has signed Maloney & Fox as its AOR.

eMusic is the number two digital music store behind iTunes, offering songs from independent music labels.                                                                                      

Their previous AOR was Shore Fire Media, a Brooklyn-based firm which specializes in music and entertainment. M&F will be creating campaigns for eMusic that will not only focus on music, but technology as well.

"Music downloads are often in the news, and it's an industry that is constantly changing," said Zac Rivera, account manager with M&F. "We'll be looking at those issues and see how eMusic can comment intelligently."

In a statement e-mailed to PRWeek, Shore Fire Media said: "We have had a great relationship with eMusic, and are very pleased to make a contribution over the past year, when eMusic has received tremendous press coverage. Sometimes a client's needs change, and that's what's happening now. We look forward to future opportunities we are sure we'll have with eMusic."

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