The Australian Independent Record Labels Association (AIR) has forged a two-year deal with Jagermeister, which sees the drinks brand partner on the trade body’s weekly and monthly sales charts.
Through the new agreement, the Suntory-distributed beverage will serve as headline sponsor of the AIR Charts until 2010. AIR says it is the only independent recording association to strike a charts deal of this kind.
Although financial terms of the deal were not disclosed, Melbourne-based AIR CEO Stu Watters is confident the partnership will result in trickle-down positives for the Aussie indie community.
The AIR Charts, launched in 2000, will undergo some changes, which should see the launch of a revamped Web site focused on developing new audiences for Australian music, both at home and abroad.
“As part of Jagermeister’s Live Loud brand platform we see the AIR charts as a perfect complement to our support for the AIR awards and an important part of Jagermeister’s music program in Australia,” says a spokesman for the drinks firm. He adds, “Expanding the relationship with AIR is a good fit for Jagermeister.”
For the past two years, Jagermeister has been on board as headline sponsor of the AIR Awards, the most recent edition of which was held Nov. 24 at the Corner Hotel in Melbourne.
Australian pay-TV music broadcaster Channel V will air the ceremony Dec. 16, with two repeats on Dec. 17.
