Rum and Coke mixing it up with digital tunes
Beverage giants Coca-Cola and Bacardi -- regular glass-mates at bars around the globe -- have launched separate marketing campaigns that use digital music to connect with consumers.
Coca-Cola has created the entertainment Web site Stageside.tv, from which fans can download exclusive videos from select acts using peer-to-peer file-sharing networks. The first artist featured on the site is Island Def Jam's Ne-Yo, whose label debut, "In My Own Words," entered The Billboard 200 at No. 1 six weeks ago.
Bacardi, meanwhile, unveiled plans for a worldwide Internet radio station called Bacardi B Live Radio that will be available online and via mobile phones. The station will primarily stream dance music -- with exclusive mixes provided by popular DJs -- and live streams from Bacardi-sponsored concerts and events.
These are two more examples of brands using music to carry their marketing messages over digital channels. The music industry is jumping at the chance to participate as the sponsoring brands not only bankroll the creation of new services that more widely distribute music and expose artists, but also pay labels licensing fees to access content.
Bacardi, for instance, is spending as much as $40 million to fund the online and mobile radio station, paying standard Internet radio licensing fees. Coca-Cola is paying Ne-Yo's label, publishers and the artist himself for the right to exclusively film a 15-minute "day in the life" minidocumentary interspersed with two minutes of music.
Beverage giants Coca-Cola and Bacardi -- regular glass-mates at bars around the globe -- have launched separate marketing campaigns that use digital music to connect with consumers.
Coca-Cola has created the entertainment Web site Stageside.tv, from which fans can download exclusive videos from select acts using peer-to-peer file-sharing networks. The first artist featured on the site is Island Def Jam's Ne-Yo, whose label debut, "In My Own Words," entered The Billboard 200 at No. 1 six weeks ago.
Bacardi, meanwhile, unveiled plans for a worldwide Internet radio station called Bacardi B Live Radio that will be available online and via mobile phones. The station will primarily stream dance music -- with exclusive mixes provided by popular DJs -- and live streams from Bacardi-sponsored concerts and events.
These are two more examples of brands using music to carry their marketing messages over digital channels. The music industry is jumping at the chance to participate as the sponsoring brands not only bankroll the creation of new services that more widely distribute music and expose artists, but also pay labels licensing fees to access content.
Bacardi, for instance, is spending as much as $40 million to fund the online and mobile radio station, paying standard Internet radio licensing fees. Coca-Cola is paying Ne-Yo's label, publishers and the artist himself for the right to exclusively film a 15-minute "day in the life" minidocumentary interspersed with two minutes of music.

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