Exclusive DVD content packaged with new release.

Wal-Mart and BET are kicking off a new marketing alliance by offering an exclusive Kanye West DVD packaged with the artist's new release, "Late Registration." The combo is selling for $13.88.

Other urban releases will get the same treatment and will be displayed in Wal-Mart and Sam’s Club in a specially designed BET-branded merchandising displays. In addition all releases will be promoted through print and electronic advertising, in-store promotions and will be promoted via the channel.

The Kanye West release includes a BET behind the scenes feature with West on the set of his music video “Diaomonds From Sierra Leone," an interview and a performance by the artists as well as some of his music videos.

This marketing and promotion alliance with Wal-Mart pairs BET's powerful brand and stellar content with trend-setting, urban-oriented music and movies to enhance Wal-Mart's appeal in urban entertainment product,” said BET President and CEO Debra L. Lee.

“Over the years, we've sought creative ways to deliver more BET programming content through retail channels. And what better way than combining the ultimate retailer with the greatest black consumer brand on the planet.”

In related news, Wal-mart has a similar agreement with CMT, in which the country music cable channel provides exclusive content that is packaged with album releases from the genre's stars. Both CMT and BET are owned by Viacom.