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Cutting out the middlemen
There was something nasty for everybody with the body-spray funded Fall Out Boy video that was circulating a few months back. For most people, the sight of a man handing over his artistic credibility for a few quid and a case of Axe deodorant was almost heartbreakingly pathetic. But for the men of Unilever, there was much to regret - like having to rely on a third party to push their product.
Procter and Gamble have learned from Unilever's mistake. They're launching a record label in order to promote sweat-mask in a can, Tag. Yes, you heard that correctly: they're launching a record label.
It must be tricky for EMI, trying to convince Citigroup they're a good bet for a multi-million investment, when soap companies are setting up rival labels out of their marketing budgets. It'd be like trying to sell badly-made plastic kazoos when The Dandy or Topper used to give away one for free every other week.
1 comment:
This is wrong on so many levels.
Excuse me, but I thought labels handled promotion and marketing! Why does Island/Def Jam need Proctor and Gamble’s money to help promote artists?
In the past, artists got a corporate sponsor on their own and kept the money they made from that deal. Are the labels trying to change the game? Now, you get a sponsor with your record deal. I wonder who gets to keep the money now?
This is just another way for the majors to say they are helping artists while doing the exact opposite, as always.
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