The competitive landscape
MOG All Access is a revolutionary digital music subscription service. At the time of launch, the company faced serious competition from established subscription based services like Rhapsody and Napster, and from free music services like Pandora. In addition, European company Spotify had all the digerati and music lovers buzzing about the popular free service’s impending arrival in America.
Informing Influencers
Sparkpr’s objective was to convince media influencers that the music labels would begin making big deals around this new all-you-can-eat and on-demand listening experience. To reinforce credibility, we highlighted MOG’s CEO’s background as a music industry insider and began discussions with a key technology influencers. TechCrunch ran the first story “Free Streaming May Soon Be History: Spotify Delays U.S. Launch” calling the existing ad-based model into question. In addition to the widespread pick-up of the TechCrunch article, other influential music and industry sites such as Hypebot wrote their own commentary.
Changing The Conversation
When MOG All Access launched, media coverage was focused solely on the service; the subscription model became a secondary talking point. Sparkpr had successfully changed the conversation to MOG’s advantage, allowing the company to highlight its superior service and industry strengths.
