Television

Sony BMG to re-brand music greats with new label

MUMBAI: The Sony BMG Strategic Marketing Group (SMG) has launched a new record label, Burgundy Records.

The new Sony BMG SMG imprint label will sign on multi-platinum artists and release new titles in conjunction with an innovative marketing campaign that will promote the artists through traditional and non-traditional channels. Burgundy Records will mark its debut with the signing of singer Chaka Khan and Aaron Neville.

Sony BMG executive VP Joe DiMuro says, "I am looking forward to working with many of the artists that I grew up with and making their music available to everyone, including new and old fans alike. I am confident that Burgundy Records will be a fantastic addition to the Sony BMG myriad of labels."

Aaron Neville says, "I am excited to be a part of Burgundy Records and look forward to giving my existing fans and hopefully new fans some brand new music."

Chaka Khan says, "I am very much looking forward to my partnership with Burgundy Records. I think that Burgundy was made for me, and I know that we'll do great things

together."

Burgundy Records will also sign artists who have retained strong consumer affinity over the decades and produced a catalogue of music that is still relevant and appreciated today. The label's primary target audience will be the often under-served adult consumers who may consider themselves fans of the artists' earlier work and are eager to hear new material. In tandem with this outreach to a loyal consumer base, the label will also bring widespread exposure for these iconic artists and their new music to a contemporary audience.

With the launch of Burgundy Records, The Sony BMG Strategic Marketing Group will extend its approach to music marketing, operating under the conviction that an artist's success is not defined exclusively by radio spins.

Central to every project executed by SMG is the concept of a 360-degree approach. By operating much like an agency, the Group analyses artists from every angle and promotes them through a variety of channels, including licensing, strategic partnerships, mobile applications, DRTV, tour marketing

and publicity.

"Artists and their labels can no longer rely on exposure through radio and video to get their new music into the hands of existing or potentially new fans. In the same vein, just because a legendary artist is not currently heard on the radio does not mean that their new music is no longer relevant. Artists like Aaron Neville and Chaka Khan are viable and relevant musical legends, and Burgundy Records is committed to promoting and celebrating the breadth and depth of music that these artists create" adds DiMuro.

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