EMI Readies Catalog Push With “All You Need is Love(mark)” Twist

The outsourcing trend continues with EMI Music Marketing’s US catalog unit hire of ad firm Saatchi & Saatchi to develop and execute strategic consumer marketing campaigns for key titles from its catalog including Pink Floyd, The Band, The Rolling Stones and others.

Saatchi & Saatchi will apply its signature "Lovemarks" philosophy and strategic planning to help EMI boost sales across a variety of formats including physical CDs, DRM-free downloads and mobile music products.   

But what are Lovemarks?  They are apparently a marketing technique intended to replace the idea of brands. Invented by Kevin Roberts, CEO of Saatchi & Saatchi, he believes that "brands are running out of juice" and love is needed to rescue them. Roberts asks, "What builds loyalty that goes beyond reason? What makes a truly great love stand out?". Answer: LOVE.

According to Roberts, the key ingredients to create lovemarks are:

• Mystery – Great stories: past, present and future; taps into dreams, myths and icons; and inspiration
• Sensuality – Sound, sight, smell, touch, and taste
• Intimacy – Commitment, empathy, and passion

COMMENTARY: Certainly music worth paying for years after its release contains many of these elements.  But who or what is  S &S "lovemarking"?  The label?  Who cares?  The artist?  Maybe, but isn’t going from legend to brand a step down? 

Marketing. Branding. Outsourcing.  Each holds great potential for the new music industry.  But EMI is a premier music company and should know how to market great music without hiring outsiders to reduce it to meaningless buzzwords.