Vicky Elmer (Beercock)

A social discovery platform is only as strong as the story it tells about why anyone should trust it with their music library. Getcloser.com was HMV's answer to a specific commercial threat: as digital music moved online, HMV needed a credible reason for music and film fans to stay inside its ecosystem rather than migrating entirely to iTunes or Napster. The product itself was ambitious for its time - users could import their iTunes and digital libraries, build a personalised "Music & Film DNA" profile based on their favourite artists and genres, and discover new music through tailored recommendations built from that profile.

Strategic Approach

The positioning challenge was deliberate and specific: getcloser.com was built and communicated as a discovery platform, not a social network. That distinction shaped the entire go-to-market approach - less about persuading people to socialise online, more about giving music and film fans a genuine reason to explore, rate and share what they loved. HMV's E-Commerce Director led the product vision; the communications task was translating that vision into a trade and consumer narrative credible enough to compete for attention against far larger digital incumbents.

The launch was structured to build slowly and deliberately: a beta period allowing the platform to be tested and refined, followed by a public trial phase, ahead of a full consumer launch. Festival partnerships across Glastonbury, Isle of Wight and Sonar were used to build cultural credibility and real-world visibility in the run-up to launch, embedding the brand inside music culture rather than only inside the press.

Leadership & Delivery

Oversaw the full launch communications programme for HMV, working across trade and consumer media simultaneously. Built and ran the interview programme for HMV's E-Commerce Director across key trade titles including Music Week, MCV, New Music Age and Cue, alongside consumer coverage in outlets including Media Guardian and Screen International. Developed, drafted and secured sign-off on biographies and press releases, including the announcement strategy for the platform's public launch. Built the long-lead media list and secured exclusive content from artists including Biffy Clyro to support media interest ahead of launch. Set up and ran the dedicated press office function for the campaign, and coordinated with LBi, the agency that built the platform, to gather imagery and product detail for media use.

Impact

Getcloser.com launched and entered direct competition with the iTunes Store and Napster's pay service in music and film discovery. The trade and consumer media programme built sustained coverage across the UK's key entertainment and technology press in the months leading up to launch, positioning HMV credibly in a digital conversation it could easily have been left out of.

Strategic Significance

What makes this case study distinctive within the wider career story is its timing. Long before "discovery" and "recommendation" became standard vocabulary in music marketing, this was hands-on experience launching a platform built around exactly those mechanics - taste profiling, library import and personalised recommendation - communicated to a sceptical trade press and a music-loving public. The mechanics change with each generation of platform. The discipline - translating how something works into a story people trust enough to hand over their library - does not.