In a team effort to court the young alternative set, Atlantic Records and America Online Inc. on Tuesday inked a
co-marketing agreement to promote the new album by multi-platinum rock
band, matchbox 20.
Although record companies have long been criticized for not “getting” the
significance of the Internet — especially where new technolgies like MP3
are concerned — this deal signals that at least one label recognizes the
marketing power of an online alliance.
The deal calls for AOL to promote the new disc, “mad
season,” across several of its properties, including the AOL service, Winamp and Spinner, and AOL’s international services
such as AOL Canada and AOL Australia.
Promotions will include a custom content area with tour schedules, photos,
and live chats. Financial terms of the agreement weren’t disclosed.
As part of the agreement, AOL software — for the proprietary service, for
Winamp, and for Spinner — will be distributed inside the CD, which is set
to be released on May 23.
Both the Winamp audio player and the Spinner software will be customized to
appeal to fans. The Winamp player will give users access to a live bonus
track recorded in Australia, and the Spinner software will feature an
exclusive “Matchbox 20 Radio” channel.
“Our close collaboration with Atlantic and the members of matchbox 20
is the next logical step in connecting Winamp and Spinner’s surging
Internet music audience to the artists and music that they love,” said Josh
Felser, general manager of Spinner and Nullsoft.
Blending on- and off-line components such as the custom Winamp and Spinner
players on the matchbox 20 CD with unique content from the band, we
will provide consumers with a rich, totally new experience.”