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Fuse Says ‘Music Is’

Network Launches $15 Million Ad Campaign Targeting 18-34 Demo

By Linda Haugsted -- Multichannel News, 6/4/2008 11:24:00 AM

The Fuse music network has launched a $15 million advertising campaign with the tag line "Music Is."

The campaign, designed by the Brooklyn Brothers, features up-and-coming musical artists and directors illustrating their own personal connection to music using various media such as photography and computer or drawn animation.

There are nine different print executions, including one by Shepard Fairey, who created the Barack Obama "Progress" political poster. Each was selected for their resonance with Fuse’s target 18-to-34-year-old target demographic.

The launch of the campaign is timed to the rollout of a new on-air look and feel relating to the diverse way people relate to music.

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