BEST BUY STAKES POSITION AS 1ST STOP FOR MUSIC: RETAILER'S ADS AIM TO ATTRACT NEW AUDIENCE FOR FRESH TALENT.

Advertising Age, March, 1999 by Gilbert, Jennifer

Best Buy Co. on Feb. 28 kicked off a campaign to position itself as consumers' first stop to find new artists in the music industry.

Tagged "Find 'em first," the music and electronics retailer's $2.5 million effort includes TV, print and in-store advertising. Developed in-house, ads present Best Buy as a "helping hand" for new artists seeking to attract an audience.

"We decided it was important for us to identify important new talent to the consumer," said Gary Arnold, senior VP-merchandising. "Music is an important part of our business. So we decided to establish a path between artist and consumer."

DIVERSE STYLES

The initial ads highlight eight artists representing diverse music styles. These artists and their music will be...

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