MTVi Flips Switch On New sonicnet.com Campaign

As part of its five-year, $100 million commitment to promote its properties, MTVi took the wraps off a campaign for sonicnet.com featuring big stars like Christina Aguilera, Sting, Yo-Yo Ma, and James Brown.

The television ads, which use the tagline “me music, it’s mine,” highlight the personalization available on sonicnet.com, so fans of different genres of music can get what they’re looking for.

“The ‘me music, it’s mine’ campaign celebrates MTVi’s position as the number one online music entertainment company and reflects our commitment to providing a personalized, interactive entertainment experience for every music fan,” said Nicholas Butterworth, president and chief executive officer of the MTVi Group.

“With the ads appearing on MTV and VH1, and major broadcast outlets, the campaign will introduce sonicnet.com to a vast new audience of music fans around the world.”

The spots will air on all major national and local broadcast outlets during top shows including “Everybody Loves Raymond,” “City of Angels,” “Frasier,” “Friends,” “ER,” and “Ally McBeal.”

The campaign was created by Dale Pon Advertising of New York.

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