Editor's Note 62

Music artists will play a decided role in the upcoming holiday season as retailers attempt to strike a responsive chord with consumers and play a tune of profitability.Bloomingdales announced a comprehensive marketing campaign starring singer Tony Bennett

April 6, 2018

Bloomingdales announced a comprehensive marketing campaign starring singer Tony Bennett, who is relocating his heart in New York for the holidays. Themed "Oh What Fun," the Bloomies promotion will feature live performances, an album, A Swinging Christmas, and the singer’s artwork on its shopping bags.

Walmart, which last year marketed an exclusive program with the Eagles, is now heavily promoting AC/DC with a special in-store merchandise kiosk, called Rock Again, as well as pop-up stores in MTV Stores in New York City and Los Angeles. According to Walmart and Columbia Records, more than 780,000 units of Black Ice have been sold in the U.S. since its release Oct. 20 and the new CD also represents the fastest-selling album for Walmart this year.

Walmart reported that music sales "witnessed the first positive comp sales in months and young men’s apparel saw sales get even hotter. The value Walmart has emphasized with the launch of this new section in each AC/DC Rock Again Store—combining music,

apparel, DVDs and even video games—means customers can buy both album and a new AC/DC shirt for under $20." Yesterday, Walmart launched another AC/DC exclusive—the AC/DC LIVE: Rock Band Track Pack video game. Developed by Harmonix and published by MTV Games, the game will be available on Xbox 360, PlayStation 3 and Wii (Wii arrives Nov. 16) for $39.88 and $29.88 for the PlayStation 2.

Hot Topic launched a new music site called ShockHound that features millions of MP3s, music videos, content and licensed band merchandise for various artists from major record labels including Universal Music Group, Sony BMG, Warner Music Group and EMI Music, and other independent labels.

And while it won't be available until late 2009, The Beatles/Apple Corp. for the first time has licensed their music on a digital platform to MTV Games and Rock Band-developer Harmonix.

EMI Music, Harrisongs and Sony/ATV Music Publishing also are included in the new partnership for the Rock Band video game.

These are just a few examples, but it's obvious that music is a growth category for licensing and a critical merchandising strategy for increasing traffic and sales at retail not only for the holiday season but also throughout the coming year.

Tony Lisanti


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