BigShinyThing

Dear Napster

Wednesday 20 July 2005

A love letter.

Dear Napster. I love you. I really do. Since you came into my life it’s like music has been playing constantly. A new soundtrack to my life. That fits my mood. Not for me the solo pleasures of the iPod. Oh no. I need my own in-home disco. Each day brings a new playlist into my life. No Madonna or Husker Du but hey, you can’t have everything.

So why why why is your advertising so horrible? You have one of the original anarchic, iconic internet identities. Your evil little imp logo is an emblem of how the internet has changed the world. But since you went legit it’s all gone horribly wrong.

I love you despite your laddish demeanour. Like the boyfriend who transmogrifies into an embarrassing beer monster when he’s down the pub with his mates. But if you want our relationship to last you have to stop. You’re older now. Wiser. Stop demeaning yourself and your talent with this pathetic attempt to join the club of Lynx and Pot Noodle — it won’t work (not least because you’ve missed the irony of those brands).

Get yourself a decent advertising agency. One that tells you that you don’t need to advertise in this way. That it’s beneath you. That your brand is all you need. And they will come.

Love and kisses,

BST

Posted by Anne-Fay | Tags: marketing mistakes, music, Napster

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