Label will provide music for all network's promotions.
In a first for television, USA Network has entered into an exclusive agreement with Virgin Records to provide music for all the network's promotions. Virgin music will be front and center for use across all of USA’s marketing platforms, including on-air promotion, cross-channel advertising, digital and mobile.
The deal marks the first time a network has made such an exclusive pact with a record label. Additionally, a Virgin Records micro-site will be available on USA’s website, usanetwork.com, which will provide artist and promotional information on the music being heard on the network.
“With a rich roster depth of talented recording artists across all musical genres, Virgin is an ideal sonic partner for our ‘Characters Welcome’ brand initiatives,” said Chris McCumber, USA’s senior vice president of marketing and brand strategy in a statement.
The concept and structure of the agreement was developed by the USA marketing team, together with music media producer Spencer Proffer who is partnered with music manager Doc McGhee in McGhee-Proffer Media.
The USA line-up includes the original series’ Monk, Dead Zone and The 4400, as well as WWE’s Monday Night Raw, the country music talent competition Nashville Star, the US Open tennis championship and other PGA tournaments and events.
Virgin's artist roster includes The Rolling Stones, Lenny Kravitz, Janet Jackson, Gorillaz, KT Tunstall and Dem Franchize Boyz.