As part of its five-year, $100 million commitment to promote its
properties, MTVi took the wraps off a campaign for sonicnet.com featuring big stars like
Christina Aguilera, Sting, Yo-Yo Ma, and James Brown.
The television ads, which use the tagline “me music, it’s mine,” highlight
the personalization available on sonicnet.com, so fans of different genres
of music can get what they’re looking for.
“The ‘me music, it’s mine’ campaign celebrates MTVi’s position as the
number one online music entertainment company and reflects our commitment
to providing a personalized, interactive entertainment experience for every
music fan,” said Nicholas Butterworth, president and chief executive
officer of the MTVi Group.
“With the ads appearing on MTV and VH1, and major broadcast outlets, the
campaign will introduce sonicnet.com to a vast new audience of music fans
around the world.”
The spots will air on all major national and local broadcast outlets during
top shows including “Everybody Loves Raymond,” “City of Angels,” “Frasier,”
“Friends,” “ER,” and “Ally McBeal.”
The campaign was created by Dale Pon Advertising of New York.