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GM gears up for 'Jazz'

Published on .

General Motors Corp., Detroit, on Sept. 6 announced details for an integrated marketing push behind its sponsorship of Ken Burns' latest documentary, "Jazz.'' The 10-part series debuts on the Public Broadcasting Service Jan. 8. GM plans educational posters, viewing guides and a special video for middle school music teachers. The carmaker teamed with Sony Corp. and Universal Music Group Records for CDs tied to the series. Starbucks Coffee Co. will promote the series in its 3,000 stores, and the National Basketball Association will promote a league-produced jazz-theme version of its "I love this game'' spots. GM is the sole corporate underwriter for "Jazz.'' The carmaker has teamed with Mr. Burns since 1990, and in '99 renewed a deal with him for another decade.

Copyright September 2000, Crain Communications Inc.

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