eMusic: The Tutorial Videos

eMusic is the number one site for independent music. Their audience is discerning, more Captain Beefheart than Christina Aguilera. eMusic wanted to attract more of these free-thinking music fans, and educate new users about their flexible membership plans.

For this easily jaded demographic, a typical step-by-step product demo would have gone over like corporate Muzak. Instead we created a series of video vignettes featuring would-be customers. In playful situations, they talk about their music and discover eMusic's smart features. It was also a chance to get two octogenarians to riff on Spoon and Black Flag.

Role: Concepting and scriptwriting
Client: eMusic
Agency: eMusic