EMI Music UK label Virgin Records launch integrated marketing campaign through Caffè Nero to promote new Massive Attack best of album, ‘Collected’

In an exclusive cross-platform marketing campaign, 255 Caffè Nero stores, located throughout the UK, will direct customers to a Massive Attack microsite promoting the band’s new ‘Collected’ album.

Leaflets in-store will promote the site where Caffe Nero customers have the opportunity to sample or buy tracks and enter a competition to win VIP tickets to this summer’s Wireless Festival in Hyde Park to see the band perform live. Caffe Nero’s wireless facility provides the ideal environment for customers to participate in this promotion.

Caffè Nero’s music policy is positioned well within the cross-demographic appeal of Massive Attack, whose acclaimed music will be heavily featured in-store. The integrated marketing campaign of Virgin Records and Caffè Nero combines both online and traditional media channels.

Danny Van Emden, digital media director at EMI Music UK, comments: “As EMI seeks to drive digital music beyond the iPod generation, it is essential that we lead the way with new cross platform methods of promotion. The partnership with Caffè Nero spans both digital and in-store promotion, using a competition mechanism to drive traffic online within a wireless environment. The campaign allows music lovers to tap into whichever medium is most relevant for them, online, offline or both.”

The co-branded Massive Attack site enables fans to:
• Download tracks and realtones from the ‘Collected’ album, featuring collaborations with artists such as Sinead O’Connor and Tracey Thorn
• Watch the band’s award-winning video back-catalogue
• Enter into the competition to win VIP tickets to this summer’s Wireless festival

The album, ‘Collected’, highlights the finest moments of one of the most influential homegrown bands of the last twenty years.

Pioneers of intelligent dance and trip-hop, the compilation album encapsulates Massive Attack’s best work, including ‘Teardrop’, ‘Unfinished Sympathy’ and ‘Protection’, plus the new single ‘Live With Me’, featuring Terry Callier on vocals.

Ben Curwin, marketing manager at EMI Music UK label Virgin Records, comments: “As this is the first album from Massive Attack in three years, it seems appropriate to reach out to their fans in a variety of different formats. Digital technologies have developed and so has music delivery.”


Editors notes

About ‘Collected’, Massive Attack

‘Collected’ is a ‘Best Of’ album documenting Massive Attack’s musical legacy to date. With a new album due for release in 2007 the time felt right to release a compilation of their best work, including collaborations with artists such as Sinead O’Conner and Tricky. Plus their new single, ‘Live With Me’, featuring Terry Callier on vocals.
Track listings include:
• Massive Attack ‘Teardrop’ Guest singer: Liz Fraser
• Massive Attack ‘Protection’ Guest singer: Tracey Thorn
• Massive Attack ‘Unfinished Sympathy’ Guest singer: Shara Nelson
• Massive Attack ‘Special Cases’ Guest singer: Sinead O’Connor
• Massive Attack ‘Live With Me’ Guest singer: Terry Callier

About Caffè Nero

Caffè Nero group Plc was founded in 1997 and is currently the largest independent coffee retailer in the UK, with over 248 stores from Brighton to Glasgow. Caffè Nero’s aim is to provide a European style coffee house offering premium expresso-based gourmet coffee and a relaxing atmosphere.

Caffè Nero was named the 20th fastest growing company in Europe in the 2005 Europe’s 500 listing.

For further information, please visit: www.caffenero.com

About EMI Music UK – Digital Media Division

EMI Music UK 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 UK’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 UK’s assets across the digital media. The division is also responsible for the EMI Music UK aggregate site, www.the-raft.com, 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 Kylie.com, Kelis.co.uk, thethrills.com, nerduk.com, thedivinecomedy.com, doves.net and jamelia.com. 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.



Charley Hayes
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 19th April 2006