MusiKube Case Study

MusiKube is an innovative provider of music recognition and discovery solutions. The company’s services enable consumers to identify music through their mobile phones, or by using in-store wireless kiosks, to connect to a mobile music marketplace where they can purchase songs, ringtones and related content. Founded in 2001, the company completed research and development efforts and was ready to launch to potential partners in the fall of 2003.

MusiKube needed an agency with in-depth mobile and wireless experience, as well as a deep understanding of the overlapping business challenges of mobile operators, record labels and music retailers. Having worked together successfully on other projects, the MusiKube team chose Fusion Public Relations.

Fusion worked with MusiKube to craft a detailed public relations plan and a dynamic set of messages tailored to the consumer, mobile, music and retail markets they were pursuing. In order to make an early, pre-launch splash, that would build buzz in each vertical market, Fusion arranged for exclusive articles in The Wall Street Journal, Wireless Week and The Hollywood Reporter. This coverage helped MusiKube acquire interest from a diverse set of partners, leading to a trial launch of their in-store service at the Virgin Megastore – and coverage in a range of publications including the Wireless Review, Esquire, RCR Wireless, CBS, San Francisco Chronicle, San Jose Mercury News and Wired.

By March of 2004, the company was ready for their formal launch. Fusion helped spearhead an exclusive party in Atlanta built around an invite-only concert by Alanis Morissette. The party attracted scores of journalists and analysts, leading to a month full of coverage in outlets including USA Today, CNN, Billboard, The Financial Times, Reuters, NBC and TechTV.