EMI Music and Fashion TV form strategic alliance

MUMBAI: The international TV channel dedicated to fashion - Fashion TV (FTV) together with EMI Music Southeast Asia have formed a strategic alliance whereby the music company and the fashion channel will work together to create specific products that will benefit both companies.

Fashion TV founder and president Michel Adam said, "Fashion TV is pleased to cooperate with EMI to present fashion and lifestyle music."

For EMI in the region, forming this partnership / alliance with FTV is another step in the company broadening its list of media partners to appeal to as wide a group of consumers as possible.

EMI Music Southeast Asia executive director Hans Ebert said, "Much has happened and is happening on the media landscape in this region and we have made it one of our key objectives to look at widening our net when it comes to working closely with media partners. FTV is, as the name suggests, all about fashion, style, glamour, sex appeal, cutting-edge programming, advertisers who wish to be associated with all of the above, plus of course FTV is also all about music."

"For EMI, working with a channel like FTV means that we can exploit so much of our music that has, for the time being, been somewhat niche product appealing to a very niche audience. With FTV having a regional presence, this gives us a very good opportunity to work with them to get this music heard and to also create new product based around this somewhat eclectic group of music and musicians," Ebert added.

Among the ideas being planned by FTV and EMI include theme and branded CDs, working closely with each other's business partners through sponsorship music marketing and a series of on-the-ground events for FTV featuring mainly EMI's huge dance roster. Continues Ebert, "What many consumers - and even our own people, do not realise is that EMI is much more than Blue, Robbie, Kylie, Atomic Kitten etc. We are also all about dance and labels under us include Positiva, Astralwerks, Naked Music, Real World, Narada, etc. Until now, much of this music has been largely neglected. But, from now on, this music will be given the importance and attention that it deserves."

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