Forget PluggedIn. Tommy Hilfiger Launched His Own Music Video Platform Today

TommyTV Features Concert and Backstage Footage from International Hilfiger Sessions

By Published on .

Lost in the hubbub over Will Smith's major-backed music video platform PluggedIn, fashion icon Tommy Hilfiger's new online video venture had the misfortune of also launching today. But, while SFS lets out a mighty yawn at the majors' attempt to reign in ad dollars with their own closed system of music videos, we applaud TommyTV for delivering a more innovative and useful project.

For years now, Tommy Hilfiger has been sponsoring concerts under the banner of The Hilfiger Sessions, and TommyTV is an attempt to capitalize on all the live and backstage footage they've been collecting.

The interface is sleek, the videos are beautiful, and the selections capture a pretty honest vibe for a fashion company like Tommy Hilfiger (read: plenty of dance music). Right now, the search bar is pretty much superfluous, considering how little content there is, and it's a little confusing to browse the sessions based on their dates/locations instead of performers. But overall, it's an excellent platform, and it also incorporates social features like bookmarking, although, like PluggedIn, embedding shouldn't have been left off the table.

Technology aside, the cleverest part of the site is how the company has harnessed its sponsorship dollars and made lasting content out of it. As you all probably know by now, the live music sponsorship biz just hit 1 billion, but how many Carlings or Millers get any brand recognition once the events are over? With TommyTV, the fashion label has squeezed even more out of their big sponsorship bucks than most brands would ever think to do.
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