Bebo and Atlantic hook up for online promotion

by Jacquie Bowser, Brand Republic 02-Oct-07, 12:40

LONDON - Bebo has signed a deal with Atlantic Records UK to integrate recent signing The Days into its online drama 'KateModern', as part of a three-month marketing campaign.

The Days will give impromptu performances and interact with the lead characters of the reality-based drama in selected episodes, which will culminate in a real gig that can be watched by fans of 'KateModern' and the band.

The campaign, which will be promoted across Bebo, will include embedded opportunities to buy the group's music, coincides with the band's release of its new EP 'Evil Girls'.

Max Lousada, managing director of Atlantic Records UK, said: "We no longer rely on a finite number of physical formats and a limited range of promotional media to connect a band with an audience.

"There is now a plethora of ways that people can enjoy music and in the digital world retail and marketing opportunities are often intertwined. By using the full spectrum of channels available to build support for bands like The Days, traditional means such as gigging and press interviews work alongside truly groundbreaking, inventive ideas such as this one."

As part of the agreement, a selection of recordings from Warner Music acts will also be incorporated into future episodes of the show.

Joanna Shields, president of international at Bebo, said: "By including a real band in the storyline of 'KateModern', Bebo demonstrates the potential for new artists to engage with and develop long-term relationships with fans in the social media environment."

'KateModern' has achieved 10.5m episode views in its first eight weeks since launch.

Atlantic is a division of Warner Music International.