eMusic calls in GH for iTunes battle

The biggest challenger to iTunes' dominance of the music-downloading market is using Golin Harris to ­handle UK comms.

eMusic - the second most successful download site in the US after Apple's iTunes Music Store - wants GH to position it as the future of downloading, as mobile phones begin to be used as frequently as MP3 players.

The firm, which only works with independent labels, is targeting 30 to 40-year-old men. The brand launched across Europe this Tuesday.

GH will stress that music downloaded from eMusic can be played on any digital music-playing hardware, unlike iTunes, which only works with Apple kit, such as iPods.

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