Columbia uses O2 to launch band to fans
by Media Week Media Week 21-Feb-06
Music label Columbia has signed a deal to promote its new act The Upper Room, with O2, offering a bespoke website a competition to design an album cover for fans.
The Upper Room's music will be previewed via O2 Active, when fans can interact with the band exclusively through the site and via I-mode from the SonyBMG site (www.sonybmgmusic.co.uk).
Grahame Riddell, head of content marketing for O2, said: "O2 is enabling fans to discover and establish a direct relationship with one of the UK's hottest new bands, and support them from the beginning. In return, the band will benefit from a potential audience of 16 million O2 customers."
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Steve Warby, marketing manager at Columbia Label Group, said: "In recent years, the power of the internet to bring music fans into direct contact with their favourite bands has become increasingly important."
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