Labels are getting desperate. That’s old news.
Here’s the new news…
Mariah Carey’s label, Island Def Jam, is trying something new—lifestyle branding in an artist’s album. Carey gets to be the guinea pig (although IDJ is looking to work with other major artists in these brand deals). In the creation of this mini-magazine booklet with the release of her latest CD, “Memoirs of an Imperfect Angel”, the ads included are said to reflect Carey’s lifestyle. It is also going to be available for download for those that buy the album online.
It is obvious that this is an opportunity for labels to cross promote their acts with partnered companies, resulting in a higher revenue stream, but what does that mean for the consumer? Does this mini-magazine-with-CD model equate to an irritating internet pop-up ad? This is why Hulu, TiVo and Twitter were conceived. Now we get to queue up new episodes and watch shorter commercials, record TV shows and skip the commercials ALL TOGETHER, and tell people what we had for breakfast in 140 characters or less. People want to cut out the clutter.
Why does Island Def Jam want to add to it?
-Kateri Lirio
Seth Godin – Marketing Guru
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