ABOUT

During my time as head of marketing for Virgin Megastores, the business needed to tackle the threat of Apple and Amazon in the download music market. We developed our own product, plugged this into a distribution company that we acquired and then rebranded the business into Virgin Digital.

To help launch Virgin Digital, I devised a campaign called Exercise Your Music Muscle to help promote the products ability to help fans get a deeper, richer experience.

The campaign was so successful, it got nominated for a Cannes Lion, whilst it captures the hearts and minds of millions of music fans, journalists DJs up and down the country.