EMusic.com Plans $6M to $10M Campaign

EMusic.com Inc. a seller of downloadable music, is launching the first phase of a multi-million dollar consumer advertising campaign with billboards, network TV and spot radio and print ads in Internet magazines and music trades.

Using “EMusic: The Way To Download” as its tag line, the campaign is breaking in major music markets this week, with TV and additional print scheduled for the fall.

Scheyer/SF is handling all creative and media placement for the $6 million to $10 million account.

The launch coincides with the Jupiter Plug-in Conference and the Digital Club Festival, two major music industry events being held this week in New York City.

“Downloadable music is one of the coolest areas of the Internet right now, and this campaign introduces EMusic.com as the leader in what will be an extremely competitive category,” said Dennis Scheyer, principal of the agency. “It truly establishes EMusic.com as the first out there with a full-on campaign.”

The EMusic.com radio campaign will run nationally on The Howard Stern Show, and in major markets on a spot basis. Showcase positioned billboards are going up at Sunset and La Cienega in Los Angeles, Times Square in New York, and Highway 101 at University in Palo Alto, CA. Banner ads will run on Web sites such as ZDNet and CNet, and print ads will break this month in trade publications such as Billboard and Internet-related consumer publications.

Scheyer/SF is a $20 million boutique ad agency that services clients including Fog City Leather, Film Institute of Northern California (Mill Valley Film Festival, Rafael Film Center), Hire Systems, Informatica, Intuit (online agency for Quicken.com) and VIT.

From its collection of nearly 10,000 tracks, EMusic.com offers music fans complete albums for $8.99 or the ability to purchase individual tracks for 99 cents.