ABSTRACT
The Simlish experience is a part of a larger strategy by Electronic Arts' (EA) and other video game publishers to introduce new and previously unfamiliar music to a worldwide audience. EA makes further reference to a 2003 study which indicated that in consumers aged 13-32, '49% learned about - and bought - a CD by a new artist after hearing a song in a game'. It is clear that EA, through its EA Trax, Next Level Music and EA Recordings deals, has aggressively pursued a vast array of music industry relationships, from dealing with artists to music publishing to establishing their own record company. In the wake of MTV, video channel competitors like The Box offered viewers the opportunity to 'interact' with music video by phoning in to request certain songs. MTV chased this trend towards interactivity first through shows like Total Request live and then, eventually, by broadcasting from glass-fronted Times Square studios before live audiences and spectators.
