LOS ANGELES—Napster, the music download service, has retained Rogers & Cowan as its agency of record for both the corporate and consumer public relations. The Weber Shandwick entertainment PR subsidiary will plan and implement ongoing communication efforts to reinforce Napster’s position as a global digital music service leader and to create exposure for the company’s new initiatives.
The recent launch of the world’s first portable music subscription service, Napster To Go, and the subsequent Napster To Go Café consumer tour, are examples of R&C’s focus on strategic positioning, media relations and event management.
“Rogers & Cowan brings Napster top-notch corporate and consumer public relations strategy and counsel with a distinct entertainment-driven perspective,” says Dana Harris, Napster’s director of corporate communications. “Its expertise and solid reputation make the agency the ideal partner to help us continue to lead the march into the digital entertainment era.”
Since being the subject of lawsuits by the recording industry several years ago, Napster has reinvented itself as a digital music subscription service that enables fans to freely sample the world’s largest and most diverse online collection of music and move an unlimited amount of songs to compatible MP3 players.
Napster is represented by an integrated marketing team from Rogers & Cowan’s music and digital entertainment and consumer groups and is headed up by Nancy Sullivan, senior vice president in the agency’s Los Angeles office.