Sky and EMI link up for Chemical Brothers album push

by Sam Matthews,, Brand Republic 19-Jan-05, 12:00

LONDON - Sky and music giant EMI are linking up to give Sky Active viewers an exclusive preview of the Chemical Brothers' latest album 'Push the Button' five days before its release date.

Launching today via Sky's interactive portal Sky Active, viewers will be able to watch live footage, interviews with Chemical Brothers duo Ed and Tom and additional editorial on the group.

Five tracks from the new album will also be available on a dedicated interactive jukebox, enabling satellite viewers to hear highlights from the album five days ahead of the official launch on January 24.

From Thursday, EMI will step up the promotion of 'Push the Button' with an ad campaign on Sky One, Sky Sports, Channel 4 and E4. Digital viewers will be able to press the red button to go straight to the jukebox to hear the tracks.

The interactive audio was designed by creative agency Weapon 7 and built by Sky Interactive.

The deal marks the first time a music advertiser has used interactive TV to preview an album launch.

Ian Shepherd, managing director of Sky Interactive, said: "Interactive TV has long been an untapped oportunity for the music industry, but this campaign is a powerful illustration of its potential."

Shepherd went on to describe the appeal of interactive as a medium to advertisers. "Last year's redesign of Sky Active in a magazine-style format has created opportunities for advertisers to get more closely involved in editorial content. We expect that one of this year's defining trends in interactive advertising will be a move for more brands to take advantage of interactive sponsorships and content creation," he said.

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