MTV Networks is to pool its considerable broadcasting and new media activities for an “unprecedented” marketing campaign to support Shakira’s upcoming album release.
In an alliance with Sony BMG and Epic Records, the music TV broadcaster has unveiled a new multi-platform initiative, dubbed “MTV 5 Star,” which will tap into its television, Internet and mobile platforms in Asia Pacific, Europe, Latin America and Russia.
MTV’s international channels will debut four 30-minute shows and produce exclusive programming for cell phones in the coming months. The networks’ Web sites will deliver exclusive full-length streams from “Oral Fixation Vol. 2” one week prior to its release on Nov. 28. Financial details of the deal were not disclosed.
The initiative will also feature local marketing activities in which the broadcaster and record company will team up to offer tie-ups with local print, radio and retails partners. MTV will produce a dedicated Shakira WAP site enabling cell users to enter competitions and access other promo content.
“MTV 5 Star really cranks up our commitment to support artists on a whole new level,” commented Jesus Lara, MTV Networks International VP music marketing and talent/artist relations, in a conference call Thursday (Oct. 27). “It is unprecedented in that we are synchronizing our efforts with the record company for maximum impact.”
According to Brian Celler, VP of international marketing at Epic Records, the initiative forms a crucial component to Epic’s “Oral Fixation” marketing strategy. “Marketing is getting more advanced and that’s why the synergy between all of the resources available to us is [paramount],” he said. “That synergy is best optimized by this campaign.” To date, the Columbian-born star has sold roughly 25 million albums worldwide, according to Celler.
Going forward, Lara explained that there was no set schedule for the number of artists to be featured in the MTV 5 Star campaign.