EMI and BootB launch online competition for music loving creatives

by Jacquie Bowser, Brand Republic 09-Jan-09, 11:45

LONDON - Online marketplace BootB has teamed up with music giant EMI, home to Lily Allen, The Beatles and Coldplay, to launch an international competition to find new ways to help consumers connect with music.

The challenge, which is open to all creative sources, including agencies, professionals, consultants and freelancers, is to find help for people who love good music, but think it is currently hard to find.

Pier Ludovico Bancale, BootB's founder and chief executive, said: "As part of its new innovation strategy, EMI Music wants to leverage the power of BootB to solicit unconventional ideas from around the globe, and find a truly original, one-of-a kind innovation concept.

"This new extraordinary pitch confirms the relevance of our business model that is based on 'crowdsourcing' of ideas.

"Original ideas will arrive from everywhere and the winner could come from anywhere."

BootB, which stands for "Be out of the Box", allows anyone in the world to respond to the creative briefs of major organizations and be paid professional fees for their ideas.

Sam van der Feltz, EMI Music's president of global marketing, said: "Experimenting, learning and driving innovation are key to EMI's mission to bring artists and fans together and to create value wherever music is experienced.

"This project with BootB is only part of a broad range of initiatives we are planning to engage with consumers and help them connect with great music.

"We will be harnessing our best creative resources and systems to get the best ideas to market."

Artists on EMI labels also include Gorillaz, Norah Jones, The Kooks, Kylie Minogue and Katy Perry.