Universal Music Publishing Group has entered into an exclusive, long-term partnership with clothing range George at ASDA in the U.K., effective June 1.
Universal’s song lyrics will be printed on a wide range of the British mass merchant’s garments, with customers being offered a free download of the original song through George.com. Asda is a subsidiary of Wal-Mart.
The promotion will be across all age ranges, ranging from babywear to adults, and is set to run in all of the company’s stores. Different genres will be covered and the first run of the lyrics include songs such as “The Lovecats” (originally recorded by the Cure), “The Boys Are Back In Town” (Thin Lizzy), “Living for the Weekend” (Hard-Fi) and “Born To Be Wild” (Steppenwolf).
Further lyrics will be rolled out throughout the year and there is an option to extend the campaign to ASDA’s overseas stores. A UMPG statement also expresses the hope for “a number of interesting and diverse co-promotional opportunities between ASDA, George and artists on the UMPG roster.”
“We are delighted to have entered into this unique partnership with the hugely successful George at ASDA range,” said Simon Mortimer, VP, business development and media, Universal Music Publishing Group, in a statement. “Working with one of the best known, mainstream fashion brands is great news for the writers and artists we represent and this concept, which gives consumers a range of highly original clothing as well as a free song download, is a very compelling offering.”
Fiona Lambert, brand director of George added: “Slogan T-Shirts are extremely popular with all our customers especially our male shoppers. We are offering them a piece of nostalgia through lyrics from their favourite artists like Kiss and Hard-Fi, making the ideal Father’s Day gifts.”