In a first-of-its-kind deal between a major label and a TV network, EMI's Virgin Records will provide music from its recording artists to promote cable's USA Network shows across all media platforms.
Recordings from Virgin-signed acts will be used in on-air promos, cross-channel advertising, and digital and mobile formats.
In exchange, Virgin's acts will be promoted on a microsite available at USANetwork.com, and their music will be identified by onscreen graphics called chyrons, listing the artist, song, album, and label.
USA also will create an on-air spot identifying Virgin as the source for the network's music, and the USA Web site will incorporate links to the Virgin Records Web site.
The deal was conceived and developed by USA's marketing team with music media producer and industry veteran Spencer Proffer and manager Doc McGhee, known for his representation of Kiss, Bon Jovi, and Motley Crue, and appearing on VH1's reality series SuperGroup.
Said USA executive Chris McCumber, "With a rich roster depth of talented recording artists across all musical genres, Virgin is an ideal sonic partner."
Added Virgin executive vice president Jeff Kempler, "This unique relationship furthers our commitment to deliver a dynamic multiformat approach to turning music fans on to our artists' new releases."