BET Forms Agreement With BMG Entertainment

Share this article:
BET Interactive this week formed an agreement with BMG Entertainment, the global music division of Bertelsmann AG, in which the African-American portal will promote BMG's artists.


BET Interactive, which has two Internet properties, BET.com and 360HipHop.com, will highlight three of BMG's artists and, among other things, let its membership pre-order upcoming albums before they appear in stores.


The company, which is owned by the same network of companies that operate BET Television, also will market the artists on its television shows.


BET Interactive, Washington, DC, targets African-Americans from the ages of 18 to 49. It has approximately 450,000 members.


"We're looking to develop a more comprehensive, ongoing working relationship with BMG Music on various levels to create synergistic convergence and interactive opportunities for both companies," said Leyla Turkkan, vice president of music development at BET.com.


Turkkan said the campaign would feature an e-mail component, which will include alerts and newsletters.


Partnering with a global company like BMG, which spends a "considerable amount of money" promoting its artists, Turkkan said, holds marketing benefits for BET as well. By including BET.com in some of their marketing initiatives, she said, it helps build awareness and drive traffic for the company.


BET will promote Arista's Run DMC, RCA's Tyrese and J Records' Alicia Keys.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

DMA 2014 Kicks Off Under New Management

DMA 2014 Kicks Off Under New Management

Thomas Benton and Jane Berzan will preside over an event indicative of an association serving a wider array of industry segments.

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.