The credit card marketer becomes sole sponsor of the Grammy Showcase talent search and the Discover Grammy Festival, a series of 50 summer concerts and year-round educational events aimed at developing new talent nationwide.
Discover replaces American Express Co. as sponsor of the events, which showcase major artists in concerts and also bring stars including Carlos Santana and Jon Secada into schools to help nurture talent. Both programs are operated by the National Academy of Recording Arts & Sciences, producer of the annual Grammy music awards show.
"Music is a great marketing vehicle for us because it cuts across all age groups and cultural groups, and it's constantly changing," said Rob Wood, exec VP-Discover Card Marketing.
Separately,the credit card will be a major advertiser on the annual Grammy music awards telecast Feb. 28 on CBS. A new 30-second network TV spot will air during the broadcast, touting Discover's support of musicians and the Grammy awards. DDB Needham Worldwide, Chicago, handles.
Discover's latest commitment builds on its backing of several other music events, including sponsoring Trisha Yearwood's nationwide concert tour in 1996, for the second consecutive year.