The Independent Film Channel and eMusic will team up in a partnership that will see IFC viewers exposed to great tracks from eMusic in a video version of the (already popular) eMusic Dozen. The first episode, titled "Independence," will introduce IFC viewers to a host of underexposed indie music including Hold Steady, RJD2, Madvillain and Bjork.Evan Shapiro, EVP/GM of IFC, said, "Much like IFC and our commitment to 'TV. Uncut.,' eMusic gives independent artists a voice, one that can be expressed without censorship or corporate interference. This partnership between our two companies is a very natural linkage that will enable both us to extend our reach and brand awareness."
The segments will wed music with "a captivating video montage that includes concert footage, interviews, animation and "found" video set to an independent-music soundtrack". The partnership with IFC also includes TV ads, a joint advertising promotion in the December issue of SPIN magazine, and 10,000 co-branded cards offering 25 free eMusic downloads.
1. Bjork is "underexposed indie?" I don't think that opening for the Olympics qualifies one as "underexposed." Nor does having one's records released by Atlantic qualify one as "indie."
Posted at 12:54PM on Oct 30th 2006 by Kevin