Golin ’pioneers’ digital music division

LOS ANGELES: At a time when much of America is just starting to warm to the concept of online digital music and the MP3 format, Golin/Harris’ Los Angeles office has already created a separate digital music division to capitalize on the craze.

LOS ANGELES: At a time when much of America is just starting to warm to the concept of online digital music and the MP3 format, Golin/Harris’ Los Angeles office has already created a separate digital music division to capitalize on the craze.

LOS ANGELES: At a time when much of America is just starting to

warm to the concept of online digital music and the MP3 format,

Golin/Harris’ Los Angeles office has already created a separate digital

music division to capitalize on the craze.



The agency has picked up several highly visible digital music clients,

including MusicMatch, makers of the first personal jukebox software

program based on MP3; Creative Labs’ Creative Nomad, a portable digital

audio player; and Amazon.com’s digital music download area.



Spearheaded by account supervisor Gary Brotman (a former club promoter

and DJ), the digital music division now boasts 10 full-time account

staffers, making Golin somewhat of a pioneer in the emerging

category.



’I can honestly say that we may be the first agency that has a

well-developed specialty in this space,’ Brotman said.



Though he declined to disclose any hard numbers regarding budgets or

agency fees from digital music clients, Golin’s Los Angeles GM Fred Cook

did say that the division’s umbrella practice, the consumer technology

and new media group, currently accounts for about dollars 6.5 million,

or two-thirds of annual revenues for the LA office. Cook also credited

much of the office’s 1999 growth rate (’at least 30%’) to the digital

music division.



Both Cook and Brotman anticipate significant further growth in the

digital music category. ’Based on the fact that this has all moved so

quickly - it wasn’t even a field a year ago - I think the sky’s the

limit for this category,’ said Brotman.



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