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The convergence of music and fashion is putting a new spin on the events created by Vibe, boosting attendance while giving upstart advertisers exposure to influential new audiences.

By merging its fourth annual Vibe Music Seminar with its twice-yearly VibeStyle fashion show last month in Manhattan, the hip-hop magazine breathed new life into the music event while creating expanded opportunities in its fashion show, including cross-promotions for sister titles Spin and Blaze.

More than 11,000 invited fashion industry players attended the combined event April 16-20; another 1,600 paid $375 each to attend the music seminar. Both events drew heavily on one another's offerings, and featured areas for Spin to tout its alternative rock 'n' roll music identity and Blaze to promote its authority in leading-edge hip-hop music.


"Vibe bridges the music, the culture, the clothing and attitude of hip-hop, which is becoming a lifestyle experience. Fusing the two events reflects how the worlds of music and fashion intertwine in Vibe," said John Rollins, group publisher at Vibe/Spin Ventures.

The combination music-and-fashion event featured an interactive atmosphere including live entertainment, discussions from hip-hop culture leaders, BMX bicycle and skateboard stunt shows plus booths where fashion marketers showed their latest urban-style clothing.

Sponsors showcased their products in a newly created Culture Shock Zone. Miller Brewing Co.'s Miller Genuine Draft, for example, provided free pool table competition and beer samples; R.J. Reynolds Tobacco Co.'s Salem sponsored a booth where attendees could make CD recordings. Event co-sponsor BMG/Peeps Republic provided a variety of free Internet-related resources.

Vibe advertisers that played a big role at the event included emerging hip-hop apparel marketers Fubu, Lugz, Mecca and Zero Casualties. Also involved were Caterpillar Inc.'s Cat apparel, Fila USA, Lee Apparel Co.'s Lee dungarees and

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