Geffen Records to Trailblaze New Online Marketing Initiatives Using Web Feeds - InformationWeek

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Software // Information Management

Geffen Records to Trailblaze New Online Marketing Initiatives Using Web Feeds

FeedBurner's full suite of feed management services will be implemented to expand top 50 musicians' fan bases.

Geffen Records has selected feed management provider FeedBurner to manage Web feeds for its artists' content, including Mary J. Blige, Lifehouse, Weezer, Snoop Dogg, Rob Zombie and others. By implementing the full suite of FeedBurner's feed management services to add rich interactivity to its feeds and Web site, Geffen becomes the first in the music recording industry to integrate feeds so thoroughly into its overall promotional strategy to convert passive Web site visitors into loyal subscribers.

FeedBurner's full range of services will provide a platform on which Geffen can launch new artists and bring fans closer to their favorite performers via well-established music communities. Using FeedBurner's FeedFlare service, Geffen will let fans interact directly with performers' sites by posting questions or comments directly to the artists, or by voting on their favorite song from an album. The record label also plans to reach the millions of feed subscribers available through the FeedBurner Ad Network by placing media to coincide with upcoming album launches and other promotions.

"The target audiences of our artists are plugged in and constantly in search of a direct line of communication to their favorite performers," said Lee Hammond, Director of New Media at Geffen Records. "When we started laying the groundwork for the new site, our early trials indicated that the feed is one of our most loyal communication vehicles. With FeedBurner's platform, we are able to strengthen this key channel and offer a wide range of services that benefit fans and performers. We were very impressed with the breadth, depth and simplicity of FeedBurner's services."

As part of a re-launch of the Geffen Web site, the company offers subscription feeds for more than 50 artists spanning a wide range of genres. The company will utilize FeedBurner's FeedFoundry service designed for mass feed management featuring one-click service activation and detailed usage reports across all properties.

"You don't find a more loyal base of fans than on a recording artist's Web site," said Rick Klau, Vice President of Business Development at FeedBurner. "Geffen understands this dynamic and is responding with innovative services to strengthen this bond and create a more vibrant and participatory community. Geffen's marketing initiative marks the start of a trend we believe will expand throughout the entertainment industry."

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