The U.K. division of Korean electronics giant Samsung has unveiled a new commercial deal with Polydor Records, a subsidiary of Universal Music U.K., and one of its leading female pop acts, Girls Aloud.

The agreement, clinched earlier this month (June), involves marketing, promotional, and product-branding opportunities with the all-girl band that has sold more than 1.9 million albums and 1.8 million singles in the United Kingdom, according to the label.

It kicked off with Samsung's total branding of Girls Aloud's June 1 concert at the Point Theatre, Dublin, part of their Greatest Hits tour, which ends Aug. 11.

Going forward, the deal will see the band endorsing Samsung products such as mobile phones and MP3 players, making personal appearances and singing at Samsung events, and contributing to competition prizes, among other activities.

Samsung will also make songs recorded by Girls Aloud available on Samsung's Fun Club Web site, which currently has 2 million subscribers worldwide. The recordings will include the band's fourth studio album, which is scheduled for a November release, and related content such as ringtones.

Samsung has previously invited celebrity acts, such as Beyonce, to endorse specific products on an international scale. But this is the first time the company has involved an artist in all aspects of its branding strategy at a national level.

"Music is a new area for us, compared with other electronic-product companies, but we're are very strong in reaching the under-45 age range, where there is much music consumption," Antony Marsella, Samsung Electronics U.K.'s chief marketing officer, tells Billboard.biz.

"Our strategy is to engage with music for our devices; we're the No. 2 best-seller of MP3 players after Apple's iPods. What's new this year is that the deal is a tie-in with the whole brand, and not limited to a specific product."

Questions? Comments? Let us know: @billboardbiz

Print