The upfront season - when media companies secure some $20 billion in early advertising buys with TV, cable and radio networks and online content companies - is underway, and increasingly, music-industry giants Live Nation, Clear Channel and SFX are gunning for a slice of that ad-dollar pie.
Online music-video outlets such as Vevo and YouTube took a seat at the table several years ago by joining the Digital Content NewFronts, alongside such major digital players as Microsoft and Yahoo. These presentations to advertisers take place in early May, before the broadcast networks take their turn.
This year, Vevo, YouTube and Vice will be competing for upfront ad dollars with Live Nation, Clear Channel and SFX, which are privately touting multimillion-dollar, multiplatform packages - TV, radio, Internet and live performance - for advertisers. "The splashy events don't allow you to build custom programs," says Greg Glenday, president of Clear Channel Connections, the company's sponsorship division.