MOLSON MUSIC FOR THE COOL
By Adnews Staff
Cool people clad in black have a hard time finding the music they like on radio stations. Molson Breweries is filling this void in Quebec, to a certain degree, with a spot on the Internet sponsored by Black Label. Called Cyberblack, this Web site is devoted to alternative rock, which a certain segment of the under 30 set enjoys listening to while sucking back a Black Label. It was not lost on the Molson people, and Montreal-based ad agency BCP, that members of this age group do the heaviest Net surfing. Molson brand manager Danille Laferrière says there are a million computers in Quebec households, and modem sales have increased 157% in four years. At the Molson site, alternative music lovers find information on bands - profiles, biographies, photos and news items, as well as sound bites and concert dates. Concert reviews appear on the site while the backstage parties are just getting warmed up - as soon as the critics finish typing them. BCP set up the Web site (http://www.cyberblack.com) with the help of eMarketing.