Vibrant: EMI Music Group Case Study

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EMI Music Group Case Study

OVERVIEW
EMI Music Distribution ( EMD) serves as the customer fulfillment engine for EMI Music, the third largest record company in the world and home to such labels as Capitol, Virgin, Priority, Blue Note, and Astralwerks. Headquartered in Woodland Hills, CA, it encompasses ten regional sales offices, three distribution centers, and a massive manufacturing plant. EMD actively markets its stable of artists to music to both offline and online retailers such as Tower, Musicland and Amazon.com.

BUSINESS CHALLENGE
As the music industry has become increasingly competitive – due to both more music releases each year and alternative demands for the consumer's entertainment dollar – EMD sought to use the web to improve trade communication and the distribution of marketing materials. EMD's expansive sales organization struggled to provide timely and accurate sales information for retailers to make informed buying decisions. They were also unable to distribute digital assets – such as CD cover artwork, and artist and product information

THE SOLUTION
Vibrant (formerly KORE) helped establish ROI targets and architected a digital media extranet that would securely link EMD with its outside trade partners via the Internet. Cross-functional teams working throughout the entire EMD organization allowed Vibrant to assess how real human beings and current legacy systems were going to “feed” information to the extranet.

Vibrant developed a robust and scalable platform that houses a wealth of information and media on EMI's artist and releases. Serving as a massive repository of EMI music's content and metadata, the extranet is now being leveraged across all of EMI’s business units and E-Commerce efforts.

Features:

	•	Highly-secure, password protected site accessible by retail customers, journalists and internal staff
	•	Integrated administrative web tools to allow for distributed publishing throughout EMI
	•	Allows users to search EMD’s entire back catalog and to review commercial programs
	•	Digital assets – artwork, itineraries, audio, photos, bios, etc. – are all just a click away for qualified users

Benefits:

	•	Rapid ROI and business efficiencies by eliminating shipping costs and enhancing trade service
	•	Central repository for dynamic, secure distribution of all EMI music trade related digital assets and information
	•	Open, scalable architecture that allows for easy extension to new E-Business technology initiatives

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