Musicmaker.com, an online custom music compact disc company, has started airing nationally a short-form DRTV ad produced by Razor & Tie Direct for “The Who Live: The Blues to the Bush.”
The two-disc set is a collection of the English band's greatest hits recorded live last year. The music was previously available at only Musicmaker.com, Reston, VA, and represents the first time the company has gone offline into DRTV to offer its merchandise to the public.
“We believe a concentrated, ambitious short-form direct response campaign is an efficient and natural way to generate sales and migrate The Who buyers to our Web site,” said Bill Crowley, senior vice president of sales development at Musicmaker. “This will raise awareness of the project to the public at large and make this great recording available to fans lacking Internet access.”
The spot also will bring further awareness to a national tour that Musicmaker is sponsoring. The tour brings together The Who with fellow Musicmaker alumni Jimmy Page — guitarist of Led Zeppelin — who is once again taking the stage with Atlanta-based blues and rock band The Black Crowes. Earlier this year, when Musicmaker offered a two-disc set of Page and The Black Crowes it received extraordinary numbers, easily becoming the company's best-selling custom CD.