Getting Labeled

In the old days, rock legends like Mick Jagger and Sting would sneer at corporate sponsorships.

But it’s a Brand New Day in the music business (as Sting proved last year with an album of that name marketed through a Jaguar commercial). Heck, even artistic “rebels” such as Lenny Kravitz are now receptive to sponsors for album releases and tours.

“Ten years ago, they might have thought they were selling out by partnering with Corporate America. But now they are seeing how hard it is get a song played on the radio,” says Stephanie Cohen, director of retail marketing for Universal Music & Video Distribution, Universal City, CA. “For big stars, it can be a way of redefining themselves and getting their music out in a non-traditional way.”

Cohen was one of numerous record-label representatives who came to the L.A. Office RoadShow conference in September to dangle their acts in front of potential marketing partners.

Marketers who didn’t make it to RoadShow (a three-day entertainment conference held at the Universal CityWalk) but are looking for the next-big-thing in music may want to give a look — and a listen — to some of the following (listed in alphabetical order):

• B2K, a foursome of teens from Los Angeles, stole the RoadShow with a live performance of their “hip-pop” style. The band’s first release, Uh huh, hits shelves this month from Sony Music’s New York City-based Epic Records Group label.
• Comprised of tween and teen cousins and brothers from Boston, Code 5 releases its debut on Warner Music’s New York City-based Elektra Records in early 2002. The boys recently finished a tour opening for Aaron Carter. “They are a combination of pop and R&B that’s fresh and upbeat,” says Beth Ann Lerch, manager of strategic promotions, Warner Music Group, Burbank, CA.
• Model and actor Elan’s first album, All Roads, reaches stores early next year from Warner Music Group’s New York City-based London-Sire Records. Elan began a national radio tour this fall. Lerch describes the album as a mix of pop, reggae, and hip-hop.
• Young Texas songstress Norah Jones’ premiere album, which combines jazz, soul, and folk-based pop, comes out via EMI-Capitol Music Group’s New York City-based Blue Note label in February. Marketing tie-ins, licensing deals, and TV acting opportunities are all being sought.
• Canadian artist Glenn Lewis entered the U.S. recently as the lead track on the Heineken Foundation Red Star compilation CD. His debut album, Don’t You Forget It, on Epic Records, arrives in February. Lori Lambert, Epic’s vp-strategic marketing and development, describes him as a “Stevie Wonder for today.”
• Play, a quartet of 12- to 14-year-olds from Stockholm, Sweden, also impressed with a live performance. Mixing pop with a touch of R&B, the girls also toured with Aaron Carter this summer. Their debut album hits shelves in January from Sony’s New York City-based Columbia Records.
• À la last year’s Eden’s Crush, the WB Network’s PopStars series will begin the marketing machine for a new pop band, this one a co-ed fivesome. The series “soundtrack” will be released by London-Sire Records in mid-December.
• Hip-hop production team The Neptunes, best known for their work with Jay-Z and Mystikal, are introducing the group N*E*R*D (No One Ever Really Dies), whose debut, In Search Of … breaks this fall. Brad Fox, director of artist development for EMI’s Virgin Records America, Beverly Hills, CA, describes the band’s sound as “urban alternative.” A few N*E*R*D tracks can be heard on Microsoft Corp.’s NFL Fever 2002 Xbox game.
• Fifteen-year-old Philadelphian Lindsay Pagano makes the scene this month with Love&Faith&Inspiration on Burbank-based Warner Bros. Records. The pop singer is currently featured in America Online’s new image campaign.
• Grammy Award-winning Shakira makes her English-language debut this month on Epic with Whenever, Wherever. The Colombian artist can currently be seen in a Pepsi spot airing globally. “She’s very different from all of the young female pop stars out there — she’s a real artist in the sense that she’s very careful about how she is represented,” Lambert says.
• Alexandria Slate is hyped as a cross between Fiona Apple and Chrissie Hynde. The golden-tressed 20-year-old’s debut album is slated for a February release. “We’re looking for fashion and cosmetic partners,” says Rob Souriall, executive director of marketing at Burbank, CA-based Hollywood Records (which is distributed by Universal Music Group). “She’s not being positioned or marketed as a Britney or a Christina with over-the-top sex appeal.”
• Starsailor hits American airwaves next year with Love is Here on EMI-Capitol Music Group’s Hollywood, CA-based Capitol Records. The four-piece rock/pop/alternative band from Great Britain is looking for tour sponsors.
• French threesome Télépopmusik releases Genetic World — combining electronica, hip-hop, and pop — through Capitol Records next year. Promotional, licensing, and tour sponsorship deals are available.
• The 20-something daughter of a Louisville, KY, pastor, KeKe Wyatt’s first effort, Soul Sista, premieres next month on Universal’s Santa Monica, CA-based MCA Records. “She would be perfect for hair care and make-up,” says Marilyn Batchelor, MCA’s vp-strategic marketing.