SOURCE: eMusic

March 12, 2007 09:03 ET

eMusic Captures SXSW Artists Live at Urban Outfitters in Austin, March 15 - 17

Customized Retail Partnership Helps Promote Artists With Exclusive Live Recordings

NEW YORK, NY -- (MARKET WIRE) -- March 12, 2007 -- eMusic announces that it will expand its customized retail partnership with Urban Outfitters with a set of co-sponsored concerts March 15 - 17 during South by Southwest (SXSW) in Austin, Texas. eMusic, the world's largest retailer of independent music and the world's second largest digital music service after iTunes, will record selected artists live at Urban Outfitters in Austin and later distribute those exclusive recordings on eMusic and through

The event during SXSW offers the artists participating in the live recordings the opportunity to increase their visibility beyond the festival and allows eMusic and Urban Outfitters to create exclusive content that's especially geared to Urban Outfitters customers -- well educated, urban-minded young adults. The live recordings will be available from a special eMusic landing page several weeks after the performances, and selected promotional tracks will also be made available on the Playlist page at The tracks will be available exclusively on eMusic for a year.

Participating artists include The Broken West (Merge), Snowden (JadeTree), 120 Days (Vice), Rock Plaza Central (Yep Roc) and Frightened Rabbit, an unsigned band from Glasgow.

To promote the shows during SXSW, eMusic will distribute co-branded music download cards at Urban Outfitters stores offering a 35-free-track trial of the eMusic subscription service plus ten free bonus tracks from the performing artists. eMusic will also feature Urban Outfitters artists in a special playlist on the website beginning on March 9. Urban Outfitters will promote the shows by offering five free songs from participating artists on its Playlist page on, as well as an email campaign to its subscriber base.

"Our partnership with Urban Outfitters is a terrific example of how two complimentary and like-minded brands can come together to bring an exciting event to an audience that appreciates great music," said Chris Hoerenz, Chief Marketing Officer, eMusic. "It's a huge benefit to the artists as well, who gain access to new fans through high profile promotion on the eMusic and Urban Outfitters websites."

"Our customer loves music plain and simple," said Kevin Lyons, Assistant Creative Director, Urban Outfitters. "They are educated, passionate, selective, and well-versed. We have found in eMusic a partner who shares not only our love for music, but also has our customer's specific interests in mind. Their customer is our customer, and their playlist is our playlist."

eMusic first partnered with Urban Outfitters last year, and since then has developed a range of customized incentives for Urban Outfitters customers, including a 50 free download offer and selected free tracks available through the Urban Outfitters website, and co-branded cards offering 50 free eMusic downloads for Urban Outfitters retail store customers beginning on Black Friday.

Urban Outfitters in Austin is located at 2406 Guadalupe Street. The complete listing of eMusic-sponsored performances at the Austin store is as follows:

Thursday, March 15th
12.00PM - 12.45PM - SoftLightes (Modular)
1.00PM  -  1.45PM - Bonde Do Role (Domino)
2.00PM  -  2.45PM - 120 Days (Vice)
3.00PM  -  3.45PM - Beach House (Carpark)
4.00PM  -  4.45PM - Au Revoir Simone (Moshi Moshi)

Friday, March 16th
12.00PM - 12.45PM - Cut Off Your Hands formerly
                    Shaky Hands (Speak and Spell)
1.00PM  - 1.45PM  - Lo-Fi-Fink (Moshi Moshi)
2.00PM  - 2.45PM  - Rock Plaza Central (Yep Roc)
3.00PM  - 3.45PM  - Frightened Rabbit (Unsigned -Glasgow)
4.00PM  - 4.45PM  - Mumm-ra (Columbia)

Saturday, March 17th
12.00PM - 12.45PM - Chin Up Chin Up (Suicide Squeeze)
1.00PM  - 1.45PM  - The Broken West (Merge)
2.00PM  - 2.45PM  - The A-sides (Vagrant)
3.00PM  - 3.45PM  - Illinois (Ace Fu)
4.00PM  - 4.45PM  - Snowden (JadeTree)

About eMusic

eMusic ( is the world's leading digital retailer of independent music, second only to iTunes in number of downloads sold. The eMusic Web site offers a global catalogue of more than two million tracks from established and emerging artists in every genre from the world's leading independent labels. Created by music experts for music fans, it features award-winning editorial content, a vibrant online community and unrivaled music discovery tools. A subscription-based service that offers 25 free downloads at sign-up, eMusic gives consumers an inexpensive, low-risk way to explore great new music they wouldn't find otherwise, and unlike other download services, its universally compatible MP3 files play on any device including the iPod®. Based in New York with an office in London, Inc. is wholly owned by Dimensional Associates, Inc., the private equity arm of JDS Capital Management, Inc.

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