CDnow Launching New Campaign During Grammy Awards

Music retailer CDnow will unveil a new ad campaign during the CBS telecast of the 1999 Grammy Awards on Wednesday.

The new ad campaign, developed by New York-based Hampel/Stefanides, was designed to position CDnow “as one of the most advanced and innovative online e-commerce stores of the next generation,” the company said. Spending was not disclosed.

The campaign positions CDnow as “an infinite number of stores catering to the unique tastes of the individual customers” through personalized technology allowing each consumer to create his or her own music store.

The commercials feature three people who discuss their own individual CDnow stores. They were directed by London-based music video, short film and commercial director Mike Bennion in conjunction with Curious Pictures in New York City.

“Your Music. Your Store,” is the central advertising theme and tagline, and every commercial will ask the question, “What’s Your CDnow Like?” The ad campaign was created to integrate television, the Internet, radio and print.

“Just as people’s tastes in music vary, so do their experiences with CDnow,” said Larry Hampel, co-creative director at Hampel/Stefanides. “This campaign is built around those experiences, and around the idea that CDnow is more than just a music store; it’s a fantastic journey of musical discovery.”

CDnow is in the process of merging with music retailer N2K Inc.