Digital EMI

EMI has launched a new platform in Beta on their main URL www.emi.com. Here one can peruse artist videos, biographies, songs, etc. This site has a iTunes look to it. A very simple and clean look.

The site has a dual purpose. The obvious one is to be a hub for information and content for EMI artists. The second purpose is to be a huge data gathering pool. In the words of Alex Haar, VP Digital Special Projects at EMI, “EMI.com is designed to be a learning lab. It will help us gain even more knowledge about consumer preferences and choices.” There is only so much information EMI can learn from Google as to who is searching, and the how, why’s and what’s. But with their own site, they own the information and control it.

But will this consumer information be beneficial? How valid is the data? For instance, what is the difference between a consumer doing a google search for music and one who specifically goes to the EMI website to do the search. On the one hand, the person doing the google search may be unaware of the fact that EMI is the label for a particular artist. The person going right to EMI might have more knowledge of the artist already.

The other question is if they can use the data collected to drive sales. I’m sure they will gather some great consumer information, but can they translate that into increased purchases? And is that even the right measurement? What if their site drives more fan interest that manifests itself into more concert attendance for the artist? EMI might not be interested in that kind of notoriety for the artist as they don’t make as much money, if at all, on tours, unless there is more of a 360 deal with the artist.

I think this is a great move on EMI’s part, albeit about 10 years too late. I will be interested to see if this site really takes off or if current sites like iTunes, Amazon, and some of the big social networking sites play a bigger role. These sites offer information about all artists, EMI’s site only about EMI artists. If they can generate exclusive content and be known for doing so, there is a good chance for success. They should be able to do so since they have the inside track on all of their artists.

Stay tuned,
Erik
erikrostad.com