FADER Media and RCRD LBL Join Forces
April 17, 2008, 10:35 AM Views: 404
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 FADER MEDIA AND RCRD LBL JOIN FORCES TO OFFER MARKETERS COMPELLING SPONSORSHIP PACKAGES, ACCESS TO POWERFUL AUDIENCE
FADER to Handle Sponsorship and Advertising for High-Profile Online Music Network RCRD LBL
New York, NY: The FADER, the definitive voice of emerging music, today announced that RCRD LBL will be represented by the company's FADER Media network. Under this agreement, FADER Media will be handling advertising sales and sponsor development for RCRD LBL, the first online music label offering free, sponsor-supported MP3s from established and emerging artists and labels across a variety of niches and genres. With the joining of the two, brands and marketers have a powerful opportunity to reach one of the most coveted and culturally relevant demographics in youth-oriented, online music lovers. FADER Media VP and Group Publisher Andy Cohn and Peter Rojas CEO, RCRD LBL made the announcement.
FADER Media comprises creative properties including print, online, radio, events, a music label, film and television divisions--all dedicated to emerging talent across music and culture. In addition to RCRD LBL, this includes FADER online and print; theTripwire.com, a music site for those interested in exploring the indie/alternative music scene and lifestyle; the 1200 Squad (1200Squad.com), a hip-hop music site known for its unique ability to provide top DJs with the hottest music and exclusive lifestyle products--before they hit the market; The FADER Label and FADER Films, with additional properties being created and acquired.
RCRD LBL launched in November 2007 with PUMA, airline Virgin America and Nikon Inc. among the major brands that signed on as inaugural sponsors.
"RCRD LBL is a natural partner for us and a great asset for us to bring to our forward-thinking advertising base," says Cohn. "While they share a very similar aesthetic with our current properties, the functionality of their site in legally delivering curated music to consumers for free is completely different from our other properties. Their innovative mindset and revolutionary business model fit perfectly in-line with The FADER."
"The FADER crew instinctively get what we're trying to do with RCRD LBL, there are few others I'd trust to represent us. They understand that our unique ad-supported model doesn't just require great music, it needs forward-thinking brands that see a unique opportunity to connect with tastemaking audiences in a cool, credible way," said Rojas.
ABOUT RCRD LBL
RCRD LBL is a blog-driven destination that offers artists an opportunity to connect with young audiences who are increasingly discovering and sharing music on-line. At the same time, the online label provides sponsors and advertising partners with a powerful new way to reach this influential audience of passionate music consumers. RCRD LBL is a joint venture between Downtown Records, which has released hits from such acclaimed acts as Gnarls Barkley and Cold War Kids, and Rojas, who founded the popular online community Engadget and also serves as the site's editorial director.
ABOUT DOWNTOWN RECORDS
Downtown Records is an independent record label and music publishing company formed in 2006. The company's roster includes Grammy winners Gnarls Barkley, Cold War Kids, Spank Rock, Justice, Kevin Michael, Eagles of Death Metal, Art Brut and others. Downtown Music Publishing owns or controls over 1,000 titles recorded by artists including Aretha Franklin, Mary J. Blige, 50 Cent, Hannah Montana's Miley Cyrus and the cast of High School Musical 2. The company also represents writer/artists signed to Downtown Records such as Cold War Kids, Carla Bruni and Kevin Michael. Downtown is also a joint venture partner in RCRD LBL, an online, totally ad-supported digital music label which offers free downloads in a blog format.
ABOUT FADER MEDIA
Headquartered in New York, FADER Media is comprised of print, online, radio, events, a music label, film and television dedicated to emerging talent across music and culture. Including FADER online and print, theTripwire.com, 1200 Squad, the FADER Label, and FADER Films, FADER Media offers brand partners access to cross-platform outlets across a wide-array of media properties.
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Black Tide and All That Remains join forces!