Josie Allchin

Parlophone, John Lewis and Gabrielle Aplin

Josie Allchin

Parlophone signed singer-songwriter Gabrielle Aplin when it was officially still part of EMI last February. The 20-year-old from Wiltshire caught the attention of the record label by posting videos of herself performing acoustic cover versions of popular songs on YouTube.

EMI: Timeline of a music giant

Josie Allchin

Also in this story EMI remixed for a digital age: cover feature marketer2marketer: Spotify’s Chris Maples quizzes EMI’s Andria Vidler Parlophone, John Lewis and Gabrielle Aplin: music and brand partnership Andria Vidler on… Crisis management, HMV and more 1931 The Columbia Graphophone Company and The Gramophone Company, owner of the His Master’s Voice record label, […]

marketer2marketer: Spotify’s Chris Maples and EMI’s Andria Vidler

Josie Allchin

Also in this story EMI remixed for a digital age: cover feature EMI: Timeline of a music giant Parlophone, John Lewis and Gabrielle Aplin: music and brand partnership Andria Vidler on… Crisis management, marketing music and more Chris Maples, vice-president of Europe at Spotify, asks: Many acts are now multi-talented content creators. What’s next after […]

Viewpoints: Could we advertise ourselves out of recession?

Josie Allchin

Also in this story Rebuilding Britain: Could we advertise ourselves out of recession? (Cover story) Rt Hon Maria Miller MP Secretary of State for Culture, Media and Sport The UK’s advertising industry is among the best in the world. And in today’s economic global race, it has a huge role to play in boosting the […]

patagonia

Case study: Patagonia’s ‘Don’t buy this jacket’ campaign

Josie Allchin

Outdoor clothing manufacturer Patagonia was founded by climbing enthusiast Yvon Chouinard in 1973 and is using a marketing strategy which could be thought of as being part nudge, part shock tactics. The company initially made climbing equipment but changed its philosophy to focus on environmentally-sound products after Chouinard realised his climbing tools were causing damage to rocky cliff faces.