EMI/Chrysalis has launched a Web site which it maintains “gives Internet power back to the bands”.
The cross band/label Web site, which has been created by Lateral, consists of a series of micro sites. Each micro site can be updated by the artist, their PR’s or fans. In the past record company heavyweights have insisted on updating Internet content from their own central site.
“I would hope that this approach will be a blue print for the future of online music marketing," said Jon Bains, Chairman of Lateral.
News stories that are put up on the micro sites are immediately updated on the main EMI/Chrysalis site.
Each of the micro sites includes CHAT BOT, which take on the character of the artist or band members, so that fans believe they are talking with their favourite artist. The 'bots' act as interactive FAQ's within a chat room environment and ensure that there is always someone there to chat with.
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