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EMI/Chrysalis Expands Web Service

UK music label EMI/Chrysalis has greatly expanded its web services with the Wednesday launch of its new site.

Designed by web consultancy Lateral, together with Other Media, the Web site will eventually link to micro sites for each artist or band.

The site is "a music industry first -- a genuine cross band/label web site that gives back power to the bands while maintaining EMI/Chrysalis' marketing objectives," claimed Dominic Sparkes, new media marketing manager of EMI/Chrysalis.

There appeared to be one or two teething problems on the first day, with a major link to Robbie Williams' official site leading to a "Forbidden" notice. However, the design is certainly innovative, with some features that have not been seen previously in web design.

"The work we have done with EMI/Chrysalis has been very much the culmination of five years of building music/youth related web sites," said Jon Bains, chairman of Lateral. "I would hope that this approach will be a blueprint for the future of online music marketing. "

The strategy behind the concept of micro sites is to allow updating by the artist/band, their PR's and fans, as well as including games and other content. The result is intended to be a real community for the enjoyment of fans.

To date, the micro sites linked to the main EMI/Chrysalis site are:

www.robbiewilliams.com
www.21stcenturygirls.com
www.rico.co.uk
www.dark-star.co.uk