CDnow Launching New Campaign During Grammy Awards

Music retailer CDnow will unveil a new
ad campaign during the
CBS telecast of the 1999 Grammy Awards on Wednesday.

The new ad campaign, developed by New York-based Hampel/Stefanides, was
designed to position CDnow “as one of the most advanced and innovative online
e-commerce stores of the next generation,” the company said. Spending was not
disclosed.

The campaign positions CDnow as “an infinite number of stores catering to the
unique tastes of the individual customers” through personalized technology
allowing each consumer to create his or her own music store.

The commercials feature three people who discuss their own individual CDnow
stores. They were directed by London-based music video, short film and
commercial director Mike Bennion in conjunction with Curious Pictures in New
York City.

“Your Music. Your Store,” is the central advertising theme and tagline, and
every commercial will ask the question, “What’s Your CDnow Like?” The ad
campaign was created to integrate television, the Internet, radio and print.

“Just as people’s tastes in music vary, so do their experiences with CDnow,”
said Larry Hampel, co-creative director at Hampel/Stefanides. “This campaign
is built around those experiences, and around the idea that CDnow is more than
just a music store; it’s a fantastic journey of musical discovery.”

CDnow is in the process of merging with music retailer N2K Inc.