David Emery OnlineNominated
26 September 2006
This year at work we’ve been nominated for 3 awards at the upcoming Digital Music Awards – it’s nice to be recognised for all the hard work we’ve put in recently!
The first award is for “Best Artist Promotion” for the promotion we did for The White Stripes last single, The Denial Twist. It was a pretty fun promo idea – after every gig on the Stripes’ tour you got a free cdr, with full artwork, for the Denial Twist – each one was unique for each date – and when you got home you could download and burn the live version of Denial Twist that was played at the gig you went to. This worked out really nicely, as The White Stripes are very spontaneous live, so every version was completely different.
Next up is “Best Artist Campaign” for Thom Yorke, and I think this one is the one I’d most like to win (not that we will – we don’t have the majors money…) as I was involved pretty heavily with both the sites and also the strategy. Personally my favourite aspect of the campaign was the Have You Seen This Man promo, where we took a 9ft tall cut-out man round London so that people could hear the album. I think the tie-in between the offline and the online (you could send in your pics of the man) worked out really nicely.
Last but not least is “Best Use of Mobile” for the Thom Yorke Moblip. Mobile is an ever important aspect of our online promo, and I think the Moblip promo, while having an appalling name was very interesting. It was purely viral – one person past the “Moblip” onto their friends, how then get a free ringtone and get plotted on the Google Map. It was an interesting way to connect the mobile space, and viral based delivery mechanisms with the more traditional web based stuff.
Obviously, it’s very nice to be nominated, but the DMAs are currently in a bit of a no-mans land in that they don’t really mean anything, and certainly don’t mean much outside of the music industry. They seem to be stuck between trying to appeal the the TV viewer (it’s broadcast on Channel 4 in the UK at some time in the middle of the night) with live performances – apparently we’re getting Sandi Thom this year. Great. – and also being an “industry” thing, hence awards like “Best Artist Campaign”.
While I’m talking about work; we currently have a job opening for a Junior Web Developer / Editor. You have to be based in London, hand code HTML and CSS, know a bit of Photoshop (although we’re not looking for a designer), not be afraid of writing copy and have a strong interest in music. PHP and Javascript would be a plus, but it really is a junior position so don’t worry if you don’t as long as you’re willing to learn. If you’re interested email me and I’ll send you a full job spec.