EMI hands comms task to Adam & Eve

EMI Music has chosen Adam & Eve to promote its artists and increase revenues using non-traditional channels.

The agency will also look at connecting EMI artists, which include Coldplay, Katy Perry and Lily Allen, with consumers in new ways.

EMI is under pressure to improve its fortunes after its takeover by the private equity company Terra Firma in 2007.

In November, it appointed Rafael McDonnell to the role of vice-president of brand partnerships with a brief to create partnerships with major brands and agencies to increase income from music licensing and synchronisation.

James Murphy, a founding partner at Adam & Eve, said: "We're an agency of music-lovers and this is a chance to help this iconic company communicate great artists and music in even more creative ways."