Worldpop is no new kid on the block. Founded in 1999 as primarily a
music content and media owner, the company has mutated with the times
and has come out alive at the other end. Over the past six months or so
Worldpop has been functioning more as an agency than a media owner and
presents itself more as a digital marketing outfit than a publisher.
Editorial is part of the company business, but other services which
Worldpop provides include profile data access, design, media planning
The new-media company makes frequent use of mobile messaging and e-mail
Site characteristics The Worldpop site, which isn't the only channel via
which it delivers its content, is targeted at quite a young
Perhaps a little cluttered, it is full of the gimmicks that get the
youth market interested - text messages, ringtones, pop news etc. The
site is also gearing up for its Ibiza special - last year Worldpop ran a
series of sponsorships and promotions on the island and also covered all
of those events throughout the season on the site.
One of the main elementsof Worldpop's Ibiza coverage is broadcast via
SMS is alerting holidaymakers to the club events occuring that night and
also organsing guest list placings and other concessions. The only
problem seemed to be getting off the list - there are few things more
irritating than text messages about sunny Ibiza when one is back in
miserable old Blighty - but they promise to improve that this year.
Worldpop has also launched SMS text message campaigns for the likes of
MTV and E4 and recently launched a joint venture text messaging venture
with Tower Records.
Funding Worldpop is funded by DKW, ETF, Amadeus and TAG group.
Principals The company was founded by the artist management outfit James
Grant Management, The Licensing Company and Dreamtime Technologies. Its
joint managing directors are Geoff Smith, formerly at the Henley Centre,
and Liam Hamilton, who was previously the managing director of LWT.
Marketing Much to the envy of the music industry, Worldpop rather
shrewdly secured itself a sponsorship deal with the official Top 40
singles chart, which gives the brand visibility on TV, both on BBC's Top
of the Pops and ITV's Saturday morning CD:UK programme, which Worldpop
supplies with editorial content.
The site also made a rather wise decision early on to never run any TV
advertising, and a lot of its traffic is generated via online
partnerships and syndication deals.
Competitors There is no shortage of online music brands - Miller
Freeman's Dotmusic and, of course, MTV to name but two - but both
function more as publishers than digital marketing models.
THE YEAR AHEAD - Excellent prospects
Despite being either loved or loathed by most in the industry, Worldpop
has weathered the dotcom storm and appears to be here to stay. Although
we should never say never ...