A New Game in Town

More Artist-Brand Extensions Coming Down the Track

Originally posted by Mike Tunnicliffe in Ad Age Songs For Soap 10.20.08 @ 01:03 PM

No sooner had we written about the innovative deal between EMI Music Publishing and British retailer Sainsbury's Tu brand than the folks that made the deal, Corporate Creative Licensing have announced a partnership with publishing company Primary Wave. You may recall that, earlier this year, Primary Wave -- who's iconic catalog includes the songs of Steven Tyler, Kurt Cobain , Greg Allman and Earth Wind & Fire -- created a cartoon show "J-Stache" based around John Oates' mustache and were also behind the licensing of Kurt Cobain's lyrics to Converse for Kurt Cobain editions of some of their classic sneakers (According to PW, 200,000 + pairs sold so far).

As SFS has been suggesting for a while now, there's money to be made in theme there hills. We strongly believe that using the heritage and brand equity of iconic/heritage artists for creative approaches to licensing and brand partnerships will generate significant new revenue streams in the future. And, as we said last week, some of these ideas are no brainers; to see what we mean, try this party game and list all the relevant brand associations that you can think would fit your favorite lyrics and song titles, no matter how appallingly implausible. Here's our first go:

• Aerosmith: "Sweet Emotion" Ice Cream
  "Walk this Way" Crocs
• Britney Spears: "Oops I Did It Again" Paper Towels ... or Diapers
• Duran Duran: "Hungry Like The Wolf" Dog Food
• Earth Wind & Fire: "Got To Get You Into My Life" Dating Service
• Procol Harem: "Knights In White Satin" Sheets
• Steppenwolf: "Born to Be Wild" Condoms

We are sure that you'll get the hang of this pretty quickly, so if you have any cracking ideas please feel free to post them in the comments section below. SFS is off now to patent our new game "Lyrical Pursuit" ....

EMI Helps Usher in T-Shirt Karaoke Fad

Music Publisher Licenses Lyrics to Sainsbury's for Clothing Line

Originally posted by Mike Tunnicliffe in Ad Age 'Songs For Soap' on 10.08.08 @ 01:43 PM

EMI Music Publishing and UK retailer Sainsbury's are collaborating to feature the lyrics to some of the greatest songs ever written on a brand new fashion range. The new collection from the Tu clothing division, which includes products for men, women and children, will feature words from EMI's catalog of more than 1.3 million songs such as "My Girl," "ABC," "(Theme From) The Monkees," "Wild Thing" and "Dancing In The Street."; The Tu range is now carried in 281 of the retail giant's 545 stores across the country.

The agreement marks the latest in a series of initiatives under EMI Music Publishing's Lyric brand, which helped create art posters, greeting cards and board games in the last few years. The deal was brokered by cutting-edge licensing agency Corporate Creative Licensing in conjunction with EMI Music Publishing's Head of Media Licensing Steve Hills and Tu Childrenswear Buying Manager John Carolan. Michael Gottlieb, corporate creative head of licensing, said, "I am thrilled to have helped bring together a leading British retailer with the leading British music publisher. The EMI catalogue contains the world's greatest lyrics, and now Sainsbury's customers will be able to wear inspirational clothing featuring some of the most famous words ever written."

As artists look to replace dwindling revenue streams from recorded music, we are going to see more of these types of innovative and creative deals that take the "brand equity" of the artist and their songs and extend that into new forms of licensing, collaborations with brands and businesses. This particular deal by EMI is such a "no brainer" that I'm surprised it's not being done by every music publisher. Lyric Culture, in West Hollywood, has a similar business plan, but their t-shirts are high-priced, boutique items, not mainstream-consumer-friendly and not widely available at a nationwide retail chain. But that's the great thing about "no brainers" like EMI's deal with Sainsbury's. They only become that way when someone makes them actually happen!

[Press release]

Between a Rocawear and a Hard Place

Hip-Hop Icons Hope to Broaden Their Portfolios With New Fashion Lines

Originally posted by Mike Tunnicliffe in Ad Age 'Songs For Soap' 09.19.08 @ 06:39 PM

The "Grave" t-shirt from Jay-Z's Artful Dodger line.

Well the brand-music partnership space is certainly back with a vengeance after a long slow summer. I could turn this writing into a full time job if we carry on at the rate the stories are currently hitting the wires.

In time for the fall fashion season, our favorite group of "enter-preneurs" are out and about, showing off their new ranges.

First up to give us a nice twirl is the King of Branding and Business Opportunities, Jay-Z, who showed off his newly revamped Artful Dodger line at a party hosted by GQ magazine at the Chelsea Art Museum. Hova acquired Artful Dodger with partners Iconix for $15 million in cash last November. Both must be hoping that Jay-Z's legendary marketing skills can propel the Artful Dodger brand to the same capital value as his former clothing label Rocawear, which was acquired by Iconix for $204 million in early 2007.

Lupe Fiasco has announced his own new line, a natty range of t-shirt with fashion label Fruition, based on a re-designed Fila logo. This will fit nicely alongside his range of sunglasses and Fallacy Of Rome clothing line. He just needs a shoe range to finish the wardrobe off!

Meanwhile, not to be outdone, Snoop Dog is apparently weaving his Rich and Infamous clothing line and other Snoop products into his reality TV show "Father Hood" and the follow-up to his 2004 movie "Coach Snoop," which, according to Woooha.com, will generate millions of dollars worth of free exposure. Good for you Snoop, I'm glad that these shows are of use to someone.

Finally, Sears has just revealed the new fall ad campaign for the LL Cool J range of clothing featuring the rapper and, by the looks of it, his entire family.

Got to stop writing now whilst I get my kids to model those new Tunnicliffe "Tuna" hoodies that I've been developing this summer ...