Universal Motown and Hearst Magazines Digital Media are partnering for the first time to present "The Ultimate Prom," a multi-platform, interactive promotion.

Universal Motown artists Jojo, Lloyd, Suai and Jada -- as well as a surprise marquee artist -- will perform at the first "Ultimate Prom" for the senior class of St. Francis Preparatory School in Queens, N.Y., Billboard.biz has learned. The affair is being staged May 30 at the Grand Hyatt in Manhattan.

The live concert is just one component of "The Ultimate Prom" campaign, which is slated to become an annual event. Webisodes chronicling the St. Francis Prep seniors -- accompanied by the artists -- as they shop for formal wear, among other activities, will appear on MyPromStyle.com/theultimateprom as well as on each artist's official site and Universal Motown's site.

MyPromStyle.com is part of the Hearst Teen Network, which includes Cosmogirl.com, Teenmag.com, Seventeen.com and eSPIN.com. Select webisodes will air as well on those aforementioned sites.

Exclusive prom-themed interviews and slideshows with the artists will also be available for viewing while a special sweepstakes will offer young ladies the chance to win CDs, autographed memorabilia and personal phone calls with the artists. In addition, the artists will mentor those students with musical talent and one student will be given the opportunity to perform as the prom's opening act.

Noting the promotion's synergy between brand marketing, online, editorial content and a live concert, Universal Motown Records president Sylvia Rhone says "The Ultimate Promotion" will "enable us to introduce our emerging and established artists to a great target audience of teens."

Adds Christopher Johnson, VP of content and business development for Hearst Magazines Digital Media, "Whether you're from this New York City school or part of our online community, 'The Ultimate Prom' will be the one dream prom everyone can feel a part of."

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