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BOSTON MMB here is launching its first work for online retailer eMusic that positions the company as “The soul of independent music” and a haven for uncompromising artists new and old (such as Bjork, Johnny Cash, The Donnas and Miles Davis) as opposed to mainstream performers.
Billings were not disclosed, but sources pegged ad spending at $5 million. MMB won the account last July following a review that also included directDeutsch and Grey’s G2.
A series of 10-, 30- and 60-second TV spots pays homage to artists through a montage of concert footage, music videos and stills.
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