The Cambridge, Mass.-based company has just inked a deal with Warner Music Group's Lava Records whereby it will offer links back to Lava artists' Web sites as well as links to Lava's site. Lava is paying a flat fee for one year covering 25 artists. According to ePropshop President Igor Muravyov, there are also plans to offer MP3s as well as videos of the artists for advertisers to consider.
%%PULLQUOTE_RIGHT%% "It's a positive trade-off because I'm getting great exposure for my artists with these great clients. I'll be able to find out about opportunities that I may not have been able to otherwise," said Kevin Weaver, senior-VP of strategic marketing at Lava. "In return, I'm giving [ePropshop] credibility with [its] clients because [it's] coming to the party with an established label with great artists."
Muravyov indicated that other labels including Universal Motown Records and Warner Latina are considering subscribing to the database.
"There are more cross-promotional opportunities for the content, artist and brand. This way you really build the value of impressions…You can develop something more robust," said Bill Santo, ePropshop's chief executive.
Santo says brand-marketer response to the addition of the music offerings to the feature film and TV servings already available online at ePropshop has been favorable. "One old-line outdoor clothing brand is interested in pitching its stuff to a hip-hop audience and they love music opportunities."