Island Def Jam Music Group discovered a new business model where it can integrat brands into artist’s CD booklets. Mariah Carey’s release of Memoirs of an Imperfect Angel which is set for an September 29th release will include a 34 page co production with Elle magazine that includes lifestyle ads from Elizabeth Arden, Angel Champagne, Carmen Steffens, Le Metier de Beaute and the Bahamas Board of Tourism.
The label will be planning deals for artist such as Rihanna, Bon Jovi, Kanye West and others if this experiment goes well.
This is a great and innovative way to acquire capital to help with album budgets and help brands establish themselves in a different market.
The booklets were created for the first run of U.S. CDs (1 million) and the first 500,000 overseas, said Jeff Straughn, svp-strategic marketing for Island Def Jam Music Group. It will also be available in a digital format for those who buy music online. A condensed version of the Mariah mag, sans the 14 pages of CD-specific material, will be inserted into 500,000 subscription copies of Elle’s October issue, which arrives mid-September.
“The idea was really simple thinking: ‘We sell millions of records, so you should advertise with us,’” said  Antonio “L.A.” Reid, chairman, Island Def Jam Music Group, a unit of Universal Music Group. “My artists have substantial circulation—when you sell 2 million, 5 million, 8 million, that’s a lot of eyeballs. Most magazines aren’t as successful as those records.”
Artist been promoting brands for free through word of mouth in their song lyrics its about time they start selling brands ad space on their albums.
Source: BrandWeek
