EMI label Liberty enlists web animator Joel Veitch of ‘Rock Kittens’ fame to create viral music video

EMI Music UK record label, Liberty, has teamed up with web animator Joel Veitch to create the animation for Royle Family star Ricky Tomlinson’s upcoming Christmas release, ‘Christmas My Arse’. The viral marketing campaign, which launches today, has been posted on social networking site YouTube in order to build momentum in the lead up to Christmas.

Andy Way, digital media manager of Liberty, explains the thinking behind the campaign: “The novelty nature of ‘Christmas My Arse’ makes it perfect content for viral distribution and will play a key part in the campaign, ensuring a high and rapid response rate.”

Viewers can expect a quirky music video from ‘Rathergood’ website creator Joel Veitch, infamous for his trademark, animated singing ‘Rock Kittens’.
‘Christmas My Arse’ is available in the shops from Monday 11th December.

Notes to editor:

About Liberty:

EMI Liberty is part of the EMI Marketing group of labels that handles new artist releases.... A diverse and exciting range of artists have released music on Liberty from Cliff Richard to The Stranglers, Ray Charles to Prefab Sprout and The Bangles to Swing Out Sister. The label has a dedicated Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence, working with brand, online and mobile organisations.

Charley Hayes
immediate future Ltd
T: 0845 408 2031

Published on: 12:00AM on 11th December 2006