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Sony BMG Team Up with Tommy Hilfiger for TommyTV |
Contributed By: Josh DaNewYork
Created On: Wednesday, 16 April 2008
Hits: 44
 Tommy Hilfiger
TommyTV, will show live performance by established and new artists sponsored by Tommy Hilfiger alongside exclusive interviews and backstage footage.
Designer Tommy Hilfiger, dapper in a pin stripe suit and orange tie, said the site would also host the Hilfiger Auditions, an online competition where young artists can showcase their talent. Tommy Hilfiger has built a worldwide fashion brand spanning women's, men's and children's wear to accessories and watches on marketing campaigns presenting hip, image savvy US teenagers.
It has already moved to develop the brand in the music arena by hosting live gigs with only a few hundreds guests known as the Hilfiger Sessions. Tommy Hilfiger Chief Executive Fred Gehring said the launch of TommyTV in collaboration with Sony BMG, home of artists Justin Timberlake and Leona Lewis, was a unique and momentous new stage in the fusion of the fashion and music worlds.
Music-makers such as Madonna and David Bowie have long been seen as style icons, sartorial chameleons defining both themselves and their music through different looks. Gehring said the site was intended as a marketing initiative to build its brand and would not be selling anything directly, although the two sides were discussing the possibility of charging for downloads in the future.
There are also links from the site through to Tommy Hilfiger's e-commerce store.
For Sony BMG, the launch marks an experiment in the art of online music marketing. Global music sales fell around 10 percent in 2007 and the industry estimates that only one in 20 of the tracks downloaded was licensed, costing the industry potentially billions of dollars.
Online music purchasing marked a symbolic milestone when Apple Inc announced last week that its iTunes music store had surpassed Wal-Mart Stores Inc to become the largest US music retailer.
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