Mumbai: EMI Music has launched its new website, EMI.com. EMI.com is one of many ways EMI Music will experiment with new digital platforms in order to develop a deeper understanding of how consumers interact with and experience music online.

"EMI.com is designed to be a learning lab. It will help us gain even more knowledge about consumers’ preferences and choices. Those insights will be invaluable to our artists, helping them respond to fans in a more relevant way," said EMI Music vice president digital special projects Alex Haar. "This is the beginning of a longer term experiment. In the coming months, we will continue to add content and features to the site."

This launch of EMI.com is the first step in a process to better test and learn from the consumer experience. As of today, EMI.com will house a range of information about EMI artists, such as music, videos, photos, biographies and discographies. Fans in the U.K. and U.S. can listen to their favorite songs (in full or in 30 second segments, respectively), watch videos and create playlists. The discover feature of the site helps fans search for tailored music recommendations, by entering artists’ names, including those of non-EMI artists.

Future features, such as the ability to create widgets or to purchase music, will be added to the site in ways that will enable the company to test different values of increasing consumers’ music experience. The site will also be home to free special and unique content from EMI artists, such as interviews, concerts and back-stage visits.

Imdad Capital Ltd. managing director Shamsa Rana was responsible for designing and implementing EMI.com. Rana also brought in a digital media company, Perform, which built the site.

"With EMI.com, we wanted to build a site that provides a simple, user-friendly experience," said Rana. "A focus on the fan and passion for the user experience is critical in today’s digital landscape, and that’s exactly what we worked to achieve with EMI.com."