EMI is now planning a major revitalization of its catalog roster, and tapping advertising firm Saatchi & Saatchi to craft the campaign. The major label is planning broad-based initiatives for artists like Frank Sinatra, the Beatles, Beach Boys, Dean Martin, Steve Miller Band, Pink Floyd, Bob Seger, the Rolling Stones, Nat King Cole, and the Beatles, according to information recently disclosed. The initiative will traverse a number of digital and physical formats, including CD, DVDs, and DRM-free, premium downloads.
Saatchi & Saatchi will develop approaches to reconnect artists with longtime fans, and nurture fresh relationships. Of course, catalog revitalization efforts are nothing new, though the latest push comes at a difficult juncture for newer artists. For most majors, fresh successes are usually muted by piracy, and rarely compare to the sales profiles of breakouts from earlier eras. That makes it more difficult to develop newer artists, especially over a multi-album period.
Meanwhile, established legends are also prevalent on file-sharing networks, though older demographics are more likely to purchase albums - online or off. The global approach will largely be developed from the Los Angeles Saatchi & Saatchi offices, according to the label.
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