Warner Music UK’s specialist entertainment marketing consultancy, Warner Strategic Marketing UK, has done a deal with Walt Disney Records to exploit music from Disney’s films for promotions.
The agreement means Warner can approach children’s brands with promotional ideas using music from films such as The Lion King.
Products could include specially tailored CDs or DVDs, branded CD compilations, and SMS music promotions or competitions .
Warner’s marketing consultancy was set up in September (MW September 6, 2001) to develop the music of company artists such as Madonna and the Sugababes as a brand marketing tool.
UK business development manager for special projects Rob Hanlon says: “Because of the lack of suitable music tracks, there have been very few major music promotions for brands aimed at the under-11s.”
The Disney label has not exploited the marketing potential of its musical back-catalogue to any great extent. Walt Disney Records Europe, Middle East and Africa marketing director Mike Story says: “Through this new alliance with Warner Music we have the opportunity to develop music-led promotional tie-ins that are compatible with Disney’s brand.”
The agreement covers the whole of Europe and is part of a distribution deal between Warner Music and Walt Disney Records to release Disney soundtrack albums, previously released by Edel Records.