EMG unveils brand 'music tester'

A new service that claims to identify which pieces of music and musicians will work best for campaigns promoting brands is targeting PR professionals ahead of its launch next week.

Entertainment Media Research (EMG) is to launch a ‘Brand & Agency' division to be run by Arnon Woolfson, who is leaving his role as executive producer at Sanctuary Music & Media.

EMG was founded in 1997 to test the popularity and suitability of pieces of music before they are playlisted for TV and radio stations. It works by quizzing a virtual panel of 500,000 people.

A service will now be available for PROs, with EMG able to replicate the demographic of a brand's target audience from the virtual panel, asking whether a synergy exists between a chosen artist and a brand.

Woolfson said the service will enable PROs to be ‘more strategic' in their selection.

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