SonicNet adds some Sprite

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New York-based music site SonicNet has added Coca-Cola Co.'s Sprite as its second advertiser. The beverage marketer will sponsor hip-hop and rap music acts and content with SonicNet, owned by Prodigy. Sprite's agency for the project is Burrell Communications, Chicago, an agency that specializes in African-American marketing. The site signed another beverage marketer, Jagermeister, last month..

SonicNet President David Friedensohn, who handles the relationship between the music service and Prodigy, said he's intent on seeing not just banners but live events become a part of the music site's sponsorable offerings.

"I don't like to sell just banners," he said. "It needs to have added value. A sponsor can underwrite a live concert, for example, and have both a cybercast and chat, as well as signage at the concert." He said that sponsors that elect both a Web presence and also "underwrite a series" of at least five events pay what amounts to a $20 CPM. The music site is currently discussing deals with a computer software company and a cable company..

Copyright July 1996 Crain Communications Inc.

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