ReverbNation has officially launched the much-anticipated Sponsored Songs Program previously covered on this blog and, with that, revealed the sponsor behind the initiative: Microsoft Windows. 1000 handpicked ReverbNation artists are being featured on www.MySpace.com/Windows from June 24 through September 24, 2009 and their songs will be available for download for free. Participating artists will be compensated by Microsoft for every free download to the tune of $0.50 in exchange for a Windows advertisement embedded on the digital artwork. The three-way partnership is a potentially break-through digital distribution model, providing corporate brands with the means to tap into new, music-centric audiences and creating a fund for independent artists to finance their marketing and distribution activities. If ReverbNation can find a way to scale this idea (i.e. bring on board more sponsors) and roll out consistent promotions, I am confident that indie artists from every musical sphere will be lining up to get on board. While I’ve come across some cynics since the launch, I fail to see the downside. Here is Microsoft’s point of view.
International advertising powerhouse, Ogilvy & Mather, produced a high-octane media campaign for the Crystal Lite powdered soft drink brand by Krafts Foods. Yet another example of consumer brands converging with music sensations to compete and differentiate in the marketplace, Kraft has aligned itself with Grammy Award winning artist, Estelle, for the pre-release and distribution of her song, “Star”. The US campaign was launched in tandem with the Grammy Awards Ceremony last month and drew traffic to the co-venture landing page by offering a free download of “Star” prior to its release in stores this month. Estelle fans divulged their email addresses in exchange for site access and a free and exclusive download of the song.
Associating brands with entertainment media and music celebrity is tried and tested territory for corporations such as VW, Pepsi, Coca-Cola, Apple, and other leading giants of cool. However, the phenomenon appears to be spreading to more conservative brands attempting to revitalize their message and acquire a new audience base, both to listen and to buy.
Motley Crue’s guitarist, Mick Mars, has struck a deal with the celebrity services division of Paid Inc., a new media company with a strong focus on online relationship and ecommerce solutions for celebrities, to build a brand new website at www.MickMars.tv and host a range artist-to-fan relationship features to maximize Mars’ online presence. In addition to offering Mar’s musical portfolio, the site will introduce new and exclusive guitar clinics, educational resources, and personal performance tips and video demonstrations. There will also be a strong focus on authentic Motley memorabilia and a new line of merchandise, all under the Paid Inc. celebrity brand management umbrella.
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