The latest show from Sean "P. Diddy" Combs' fledgling cable network Revolt TV is an eight-episode series hyping Seattle.
Tourism agency Visit Seattle hired Revolt to create and run the weekly half-hour show, "Sounds by the Sound," which explores Seattle's deep roots in music and its current music scene while showing off landmarks like the Space Needle and Chihuly Gardens.
It starts the week of Sept. 21, although the network hasn't set a specific premiere date yet, on TV and online.
"Sounds by the Sound" will be one of the only recurring, regularly scheduled shows on the network, which currently airs "Revolt Live," a mix of news, interviews and performances; the morning show "The Breakfast Club"; and "The Gate of Revolt," a block of hip-hop videos; along with other music specials and event telecasts.
Branded content on TV has been gaining momentum with networks like MTV, CNN and its sibling HLN, creating shows with advertisers. HLN last year ran a Holiday Inn series called "Growing America: A Journey to Success," which followed a team of MBA students looking to grow their businesses and prominently featured the hotel chain.
"Reaching millennial consumers requires thinking beyond traditional ad placement," said Brian Bloodgood, VP-West Coast multi-platform content and marketing partnerships, Revolt TV. "Content creation has become part of our identity. The competition is so great we had to carve out a niche."
While "Sounds by the Sound" is the first long-form piece of content Revolt has created for a marketer, it has worked with Honda for its Honda Stage YouTube music channel and with McDonald's for the Local Love Tour.
Mr. Bloodgood said Visit Seattle's mission fit the mission of the network. "Seattle is a city with great culture, art and most importantly, music heritage," he said. "So we are aligned to do this. Music is our DNA and it is in sync with our mission."
For Visit Seattle, branded content has become attractive in an increasingly competitive tourism promotional landscape, said Tom Norwalk, president and CEO. Visit Seattle plans to order four more seasons.
"We chose Revolt because of the roots it has in the music industry and ability to tell Seattle's story to young, influential viewers," said Britt Peterson Fero, exec VP-chief strategy and media officer, Publicis Seattle, which brokered the deal and is co-producing the series with Revolt TV.
"We are seeing people use video more and more often to research travel destinations," Ms. Peterson said.