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Zune Music Marketing Programs November 2007
Zune is not only a digital media player and vibrant music service. It is also a vehicle for creating stronger connections between music fans and consumers. Zune works with artists, record labels and other industry partners to explore compelling avenues for engaging consumers through access to music content and dynamic events. In addition to selling music in Zune Marketplace, Zune has a commitment to the development and future success of artist careers as well.
Ignition
The Ignition program gives recording artists with new releases a unique channel to reach tens of millions of consumers, whether those consumers are browsing music online, playing games or catching up on the latest news. For the first time, Microsoft Corp. has packaged promotional opportunities across Zune, Xbox and MSN to help artists more efficiently reach consumers in all three audiences. Ignition provides a steady stream of new music through online access to exclusive content, free song and video downloads, streaming video, editorial features, and artist playlists.
Ignition launched in June 2007 with the U.K.’s Maxïmo Park, and helped expose the band to the U.S. audience. Subsequent artists who have participated in the program include Ryan Adams, Talib Kweli and Band of Horses. In a world where high-impact promotional opportunities for new music can be limited, artists continually look for ways to make direct connections with their audience and leave a lasting impression. Ignition maximizes exposure for artists by engaging consumers with interesting content and reaching them frequently over a monthlong period, giving them multiple opportunities to listen to, watch or read about the artist across Microsoft’s online platforms.
On the Road
The On the Road program provides financial and tactical support for touring artists in a variety of genres and encompasses a full range of brand integration. The goal of the program is to build a platform for helping great artists connect directly with live audiences. On the Road goes beyond traditional artist and tour sponsorship models to integrate with artists’ brands in authentic ways. Participants in the program have included the Chemical Brothers, Velvet Revolver, LCD Soundsystem, MIMS, Ladytron, Great Northern, Mala Rodriguez, In this Moment, VHS or Beta and CSS.
Latin Music Programs
Zune recognizes the U.S. Hispanic market as a vital part of the digital media player industry. The brand is actively engaged in events such as the Latin Grammys, the Latin Rap Conference and the Regional Mexican Music Summit. It also proactively engages artists such as Calle 13, Manu Chau, Tego Calderon and Zoe for the Zune Marketplace Artist of the Week feature.
Zune also understands that not all Hispanic outreach is toward Spanish-speaking audiences. Through promotions and events such as the Latin Alternative Music Conference and showcasing up-and-coming artists such as The Dey and Mala Rodriguez, Zune is embracing hardcore Spanish-language music lovers as well as a bilingual, English-speaking fan base.
######### For more information, press only: Lane Keough, Edelman, (206) 268-2283,
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© 2007 Microsoft Corp. All rights reserved.
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