BET Forms Agreement With BMG Entertainment

Share this content:
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.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here