The music company will have its own line of greeting cards and digital "SmashUps" later this year. "It is an unexpected category," says Roc Nation's Brett Yormark.
Roc Nation has entered into a partnership with American Greetings for a line of greeting cards, digital e-cards and virtual paper cards, the two companies announced today (May 13). The plan is for the greeting card company to be able to leverage Roc’s music client roster to create a line of products in what’s being describe as a first-of-its-kind partnership with a music company.
"When we were introduced to the leaders at American Greetings and began discussing the idea of customized greetings, both on behalf of Roc Nation and its artists, we felt like it was a natural fit," Roc Nation’s president of business operations and strategy Brett Yormark told Billboard in explaining how the deal came together. "It is an unexpected category that in many respects, given the breadth and depth of our talent, gave us a [different] way to reach new audiences."
Initially, the partnership -- described as covering multiple years and multiple artists -- will be part of American Greetings' "Celebrity SmashUps" line of digital cards, where customers can get personalized messages and custom lyrics from the likes of Dolly Parton, Michael Bolton, Smokey Robinson, Donny Osmond, Shaq and the Naked Cowboy. Eventually, a line of physical cards that will be found in stores, as well as virtual paper cards, will follow.