Virgin Records artist KT Tunstall is on a roll. One week after her debut album, "Eye to the Telescope," experienced a 78% increase in sales, with an additional 9% gain this week, Tunstall has partnere
Virgin Records artist KT Tunstall is on a roll. One week after her debut album, "Eye to the Telescope," experienced a 78% increase in sales, with an additional 9% gain this week, Tunstall has partnered with beauty/lifestyle brand Origins for a cross-promotional marketing campaign. It is the first brand/band partnership for both sides.
The strategic alliance kicks off later this month and includes in-store appearances and exclusive content. For the latter, Tunstall has created "Acoustic Extravaganza," a CD/DVD collection featuring unplugged versions of songs from "Telescope" as well as material that was previously unavailable in the United States. While the disc will be promoted at Origins' more than 125 free-standing retail stores and the 425 Origins counters in department stores, it will be available solely by mail order from the artist's Web site (www.kttunstall.com).
As part of the deal, the botanically-based Origins line will also create Origins Rooms at select venues on Tunstall's headlining tour, which commences June 6 at the Fine Line Music Cafe in Minneapolis. Additionally, Tunstall and Origins will offer charitable support of non-profit Project Sunshine, which provides free programs and services to children with cancer, AIDS and other life-threatening illnesses.
In a statement, Origins president Daria Myers says she is excited to have Tunstall be "a member of our team" for this unprecedented, for Origins, band/brand partnership. She adds that Tunstall's "natural beauty, down to earth personality and commitment to the environment seamlessly reflect the core values that Origins embraces."
On the label side, Virgin executive VP Jeff Kempler notes that music fans are increasingly discovering and relating to artists through non-traditional channels. "This partnership creates powerful opportunities for them to experience KT's artistry, and to learn about the causes that matter to her on a human level."
Tunstall's sales spikes are the result of numerous TV appearances ("The Late Show With David Letterman," "Live With Regis and Kelly" and others) and a "song appearance" on a recent episode of Fox's "American Idol." Two weeks ago, "AI" contestant Katharine McPhee, now one of two finalists, performed "Black Horse and the Cherry Tree," the lead single from "Telescope."
Tunstall's version of "Black Horse," meanwhile, was heard May 18 on the final episode of NBC's long-running comedy, "Will and Grace." Earlier in the week, another "Telescope" track, "Universe and U," was featured on the season finale of ABC's drama "Grey's Anatomy."
According to Virgin, "Telescope" has sold over two million copies worldwide; of these, 301,000 were in the United States, according to Nielsen SoundScan.