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.