NEW YORK: eMusic, a subscription-based eTailer of independent music, has hired Bruce Springsteen's PR firm Shore Fire Media to solidify its customer base and reach out to new users.
Cathy Halgas Nevins, eMusic's senior director of corporate communications, said the company and its agency would target 25- to 54-year-old music consumers, both music fanatics and adults who want to expand their collections.
Emusic sells tiered subscriptions where users can download a certain amount of MP3s per month that are compatible on all MP3 players. Many of Shore Fire's clients are musicians, but it also provides consumer PR services.
"The first part of the campaign is to focus on those true music fans," Nevins said. "There are a lot of potential consumers who might not know about us."
Nevins said this approach would include reaching out to music reporters at daily newspapers, magazines like Spin and Paste, and working with NPR. It will also work with music blogs and online zines.
Emusic will be pitching stories about the deals it makes with labels, as well as highlighting the music advice that it provides on the Web site.
Nevins said one of eMusic's brand propositions is that it provides guidance for those looking for new music.
Nevins said the company will target broader audiences, such as those who have purchased new MP3 players, by offering tips for building a music collection. The company will also look to participate in business stories dealing with the future of online music sales.
EMusic is also working the festival circuit, serving as a sponsor of New York City's Central Park Summer Stage festival and handing out free download cards. It will also sponsor Pitchfork Media's music festival and provide a music sampler.