Rouge Media Group is moving into the music space with a catalogue of over 200 music-related digital properties. The new channel, announced Dec. 10, includes the digital streaming service Songza, as well as music sites like AllTheLyrics.com and AZChords.com.
Seema Whig, digital manager of Rouge Media Group, said the company is addressing a gap it perceives in the market. While there are radio and TV properties targeting music fans, Whig said there are fewer online spaces to purchase ads on a mass scale online.
“There is an opportunity for a music portal that’s not necessarily pushed forward by many suppliers,” she said. “I don’t think there is anyone saying, from a digital perspective, that their representation is music.”
Rouge is currently researching which advertisers it should approach with the new offering, but Whig said she expects it will be attractive to brands already in the music marketing space, such as Virgin and Samsung.
Whig has been building Rouge’s music offering since she joined the company this fall after eight years as an account director at Cossette. She said the music channel is a good fit with Rouge’s other properties, which includes a campus and a nightlife/culture channel.
“It’s an intuitive fit. We have a lot of relationships with campuses – a demographic that’s very engaged with music. We also have a nightlife and culture portal,” Whig said. “The mindset involved in all three categories is playful, relaxing and laid back. I think that’s when a message is well received.”
