Venables' Hipster Mission: 'Keep It Cool' for Napster

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Napster, the former file-swapping service, will get a major relaunch at the hands of Venables, Bell & Partners. The San Francisco shop, hired last week, will have the opportunity to build on huge brand awareness, but its challenge is a formidable one: to transform ex-users into paying customers.

“Napster has incredible name recognition,” said Lee Black, an analyst with Jupiter Research in Darien, Conn.

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