This week, EMI Music UK label, EMI Catalogue, launches a viral quiz to promote the new DVD of the hit TV show Rock School, which is being released on the 18th November.

Targeting primarily 30 plus year old males, this amusing, tongue-in-cheek style quiz, asks players a series of multiple choice questions to see if they are as ‘rock’ as presenter of the TV show and ex Kiss band member, Gene Simmons.

The quiz has been built by digital agency Ward 404 and includes 15 quickfire questions, giving a ‘rock n roll’ style scenario, asking the player to choose from a, b, or c on what they would do in a particular situation. Scores are then calculated to find out whether they are rock enough to bite the head off a bat. Or is a creme egg the most dangerous thing they bite into?

Andy Way, digital media manager at EMI Catalogue, comments: “The idea was to see if the spirit of rock is still out there. Or are we now a nation of Keane fans? I suppose that it might be a good way of raising awareness of the DVD release in a creative way in a terrifyingly crammed Christmas market, but that’s completely coincidental. Surely it’s more important to find out whether people’s favourite rock ‘Dave’ is Dave Grohl, Dave Gahan or Dave Lee Travis.”
This campaign will be sited on, the Raft, EMI’s award winning music news website,, Channel 4’s Rock school site,, and distributed to the EMI database, with the DVD available for sale from the 18th November.

Editor's notes

About EMI Catalogue Marketing

EMI/Virgin TV is responsible for creating and marketing the group’s thriving TV advertised compilation albums and is the UK’s most consistently successful label working in this field. From hugely popular album series tie-ups such as ‘Capital Gold Legends’, ‘New Woman’ and ‘Smash Hits’ to brands like the ‘Best…..Album In The World…Ever!’ the division sells millions of albums in the UK every year. The jewel in its crown is the iconic ‘Now That’s What I Call Music’ brand, launched in 1983 and now a global phenomenon, which has sold over 75 million albums in the UK (more than one for each individual in the country) with no sign of stopping.

About EMI Music – Digital Media Division

EMI Music was the first major record company to establish a dedicated Digital Media division in 1998. The division, headed up by Danny Van Emden, the Digital Media Director, is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music’s record labels - EMI Records, the Angel Music Group, Parlophone, Virgin and the catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.

The Digital Media division develops many of the company’s digital cross-marketing and artist promotions; providing exclusive content; managing data capture and eCRM systems; and monetising EMI Music’s assets across the digital media. The division is also responsible for the EMI Music aggregate site,, which has been running for 11 years and won multiple awards.

With in house skills in journalism, programming, photography, SEO and design, the team are able to generate the right mix of copywriting and creativity to exploit a range of commercial opportunities. Working with EMI’s Commercial Digital team, Digital Media has worked with retail, brand, online and mobile organisations. This year alone, the division has agreed a number of crucial deals with high profile partners including OD2, i-Tunes, mycokemusic, Napster, Orange and Vodafone Live.

Websites developed for well-known artists include,,,,, and The team is also responsible for creating artists’ web shops, selling physical products and exclusive merchandise, as well as developing mobile shops and download platforms.

EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.

Oliver Parrish
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 14th November 2005