Independent Music Re-Brands For Consumers

Sally SeltmannThe nation’s independent music industry has received a major marketing boost with liqueur brand Jagermeister signing a three-year deal to partner with the re-launched independent music awards and independent music charts.

Also coming on board as official media partners are the XYZ Networks’ Channel [V], national radio station Nova and social networking site MySpace, who will provide year-round television, radio and internet platforms for the new awards and weekly charts program. In a four-way deal brokered by brand entertainment company mixitup, the Jagermeister Independent Music Awards and Jagermeister Independent Music Charts will re-launch after previously being called the AIR Awards and AIR Charts.  mixitup was also responsible for the new consumer strategy and re-brand.

Independent artists are the risk takers of the music world, playing beyond the constraints of major record labels and free to follow artistic vision wherever it leads.

Presented by the Australian Independent Record Label Association (AIR), the Jagermeister Independent Music Awards are about recognising something unique and real – acknowledging that artistic accomplishment does not always go hand-in-hand with commercial success, and that the boundaries of creativity and ingenuity stretch far and beyond the top 40.  This will also be represented weekly through the Jagermeister Independent Music Charts.

Jagermeister Brand Manager Jonathan Howells said the opportunity to align the brand with independent music is consistent with its brand positioning. “Jagermeister has a long history of alignment with popular and new music, both overseas and in Australia. The independent music partnership is a very natural fit for us and we’re excited about the plans we have to build this strategic alliance over the coming years.”

Stuart Couzens, Executive Producer and Partner at mixitup, said the new platform for marketing independent music reflected the strong interest among consumers in Australian music. “Independent music continues to shape the Australian cultural landscape and partnering Jagermeister with Channel [V], Nova and MySpace demonstrates that the media power brands understand how attractive popular and emerging independent music is to consumers, and that they can access this music through any media,” he said.

Shaun James, general manager of XYZ Music Channels commented, “As the leading broadcaster of music television in Australia, Channel [V] understands the importance of fostering independent and emerging talent in Australia, as well as recognising and rewarding excellence in the way that AIR does. We are proud to be partnering with AIR for another year to deliver the Jagermeister Independent Music Charts, and the Jagermeister Independent Music Awards to our audience.”

Wade Kingsley, Nova Group Integration Manager said, “Part of Nova’s DNA is to support Independent music, so we’re thrilled to be partnering with the Australian Independent Record Association.  Our listeners look to Nova to recommend the best new music no matter where it’s from, and we love bringing it to them.  This partnership will allow us to further demonstrate our now decade long commitment to Australian Independent artists and we’re rapped to be on board”.

Dan Stapleton, Editor, MySpace Music Australia  said “From the very earliest days, music has been central to the MySpace experience. MySpace is a place where young artists can forge an identity and build a fan base. As the biggest music site in Australia, MySpace has become synonymous with the discovery of new music. We’re committed to remaining integral to cultural conversation that bubbles constantly around emerging and independent music, and being part of the Jagermeister Independent Music Awards & Charts is yet another way to demonstrate that commitment. We’re thrilled to be on board.”

AIR (the Australian Independent Record Labels Association) is a non-profit, non government national trade association promoting and representing the interests and development of Australian independent artists, labels and music companies in Australia throughout the world.

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