EMI is under the belief that music fans using the Internet are aware of the labels for which artists record. How could that possibly be?
For all of the ways Apple’s iTunes allows a user to organize their music collection, label names is not an option. Since EMI is not a label in the U.S. – Capitol, Virgin, Blue Note and Angel are among the distributor’s imprints – it’s yet another step removed from the consumer. Label names mean nothing to the consumer with the exception of specialty record companies.
Despite other music companies failing in their attempts to drive business through their own online retail and information services, EMI is relaunching its website emi.com today. At the operation’s core is an attempt to communicate directly with fans, take their input on musical tastes and direct them. Like editorial sites, it expects that it will offer exclusive content, though here it will be part of direct PR and marketing campaigns.
The labels have never been good about maintaining consistency in their websites. One artist will be updated constantly, another will not have a new piece of information added for years. And when the self-interest of the labels takes over – which will ultimately occur – the focus will rest on the current releases and shy from the catalog, even the steady performers.
In EMI’s words, the site is art of the company’s “experiment with new digital platforms … to develop a deeper understanding of how consumers interact with and experience music online.”
They’re referring to it as “a learning lab” to gain knowledge about consumers’ preferences and choices. EMI.com will house music (playable in 30 second segments), videos, photos, biographies and discographies.  Fans in the U.K. and U.S. can watch videos and create playlists.  The discover feature helps fans search for tailored music recommendations, by entering artists’ names, including those of non-EMI artists. 
The ability to purchase music is down the road.
For the record, artists on EMI labels include Lily Allen, Coldplay, Corinne Bailey Rae, Gorillaz, Hot Chip, Norah Jones, the Kooks, Korn, Kylie Minogue, Katy Perry, Sir Simon Rattle, Joss Stone, KT Tunstall, Keith Urban and Robbie Williams. They also have a band called the Beatles.