Post by Emerald City on Nov 30, 2004 16:19:34 GMT -5
Universal Music Enterprises Launches "I Love That Song" Campaign
In 1999, Universal Music Enterprises started the 20th Century Masters/The Millennium Collection series, featuring re-releases of many classic albums from the UMG family of labels, including Verve, Decca, Motown and A&M, shipping over 31 million units in the first five years. Now UME will call attention to those releases through a two-year ad campaign called "I Love That Song."
Beginning with an 11-page spread in Rolling Stone's "Best 500 Songs" issue on December 9, UME will run a multi-million dollar initiative running through 2006 that will include TV, print, outdoor and online advertising, as well as retail promotions with Best Buy and others. The ads will incorporate some of the best known lyrics of the 20th Century, culled from songs like The Temptations' "My Girl," Martha Reeves & The Vandellas' "Dancing In The Streets" and Bing Crosby's "White Christmas."
"Our philosophy is to not treat our artists like 'catalog,'" says UME President Bruce Resnikoff. "We're interested in marketing and selling these artists in a way that continues their popularity today and for future generations."
The 20th Century Masters Series - which also includes works from Lynyrd Skynyrd, ABBA, Neil Diamond, Toby Keith, Louis Armstrong, The Who and others - has already garnered one platinum award and thirteen gold albums.
