EMI Records has taken the wraps off a series of artist marketing campaigns utilising the iPhone and iPod touch platforms to showcase audiovisual content.
Initial activity to make use of the devices wi-fi capability is an artist-branded website to promote the launch of Heima, the film of the homecoming tour of Icelandic quartet Sigur Ros. To celebrate the release of this feature-length music DVD, EMI Records has created a specially optimised microsite for the iPhone and iPod touchs display and interaction. Including the full-length trailer of the film, the site offers finger-sized navigation, a layout that changes according to orientation and a video stream that adapts depending on whether the viewer is connected via wi-fi or the EDGE cellular connection.
The site makes use of a Yahoo! Maps mash-up tool, allowing the viewer to easily navigate over the map of Iceland and click on the various locations where Sigur Ros performed. The sites design has been kept purposely simple to complement the evocative visual depictions of the Icelandic landscape and to convey the impact of the music.
These touchscreen wireless devices offer an exceptional user experience, says Eric Winbolt, Head of Digital at EMI Records. Being the first truly converged mass market devices to do so, we were very keen to use them to showcase our artists content and offer the consumer this unbeatable user experience.