Music Marketing Crosses Platforms

All seven American Idol winners join Mickey Mouse to celebrate the new attraction at Disney World.

Cross-promotion and corporate tie-ins are an ever-growing part of the music business. Here are some of the latest and most creative examples, with Disney and 19 Entertainment leading the way.

“The American Idol Experience,” a new attraction at Disney’s Hollywood Studios in Florida, is opening this week. Guests can audition to take the spotlight onstage, while fellow guests cheer from the audience and vote for their favorite singer. Developed by Walt Disney Imagineering in conjunction with FremantleMedia Enterprises and 19 Entertainment, the show is designed to give park guests the feel of a live television production. Winners of the daily competition will receive a “Dream Ticket” to the front-of-the-line at a regional audition for the television show.

The world’s best-selling CD compilation series NOW That’s What I Call Music! is coming to television and the Internet through a new interactive program. Though details are still under wraps, it will be the result of a partnership with 19 Entertainment founder/Idol creator Simon Fuller. The 10-year-old NOW That’s What I Call Music! series is a joint venture from EMI, Sony, and Universal, and has sold over 72 million units in the US and over 200 million worldwide.

The Jonas Brothers are heading to the 3-D big screen in a Walt Disney Pictures rockumentary. The film blends excerpts from the Brothers’ Burning Up concert tour, including guest performances from Taylor Swift and Demi Lovato, with exclusive behind-the-scenes footage, a never-before-heard song and more. The Jonas Brothers: The 3D Concert Experience debuts Feb. 26 at midnight and fans are already scooping up advance tickets at fandango.com. Fandango ticket buyers will receive a free download of the Jonas Brothers’ music video, “Tonight.”

MTV is the latest company to get in the 360 game. They have teamed with Snoop Dogg for a global 360 deal including a new album, TV show, and Rock Band video game. The TV show, Dogg After Dark, is described as a “nightclub” variety talk show premiering Feb. 17.

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About the Author

Sarah Skates has worked in the music business for more than a decade and is a longtime contributor to MusicRow.

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