Friday, May 1, 2009
Austereo have announced the launch of a digital radio station completely dedicated to Pink. Songs, interviews, songs from her favourite artists.
The launch of the station will coincide with her Funhouse tour to Australia in May, and continue fof 3 months.
What's really neat about this is that fans choose to listen to the station (online or with digital radios) to deepen their relationship with their favourite artist.
But Pink is a brand, with the same marketing imperatives and challenges as many others. With the sharp decline in CD sales as a way of making money, artists now make the bulk of their income through touring and merchandising sales.
What better way to promote your tour, and your branded products, than through a dedicated media channel?
Cleverly handled, this could also provide opportunities for other brands.
Imagine Kia having a dedicated channel during the Australian Open. Billabong over the long summer holidays. Moet or Yellowglen over the Mlebourne Spring Carnival. Holden over the duration of the V8 Supercar season.
Thousands of people choosing to immerse themselves in your brand for hours at a time.
Much better than shouting at them over 30 seconds when they're trying to watch the news.