Music and fashion have been inextricably linked for many years now, and American fashion designer Tommy Hilfiger has been at the forefront of that.
Now, he’s set to increase the crossover between the two industries with a new channel called TommyTV launching in collaboration with the Sony BMG record label.
The new site will feature live performances from new and established artists alike, as well as unknown musicians through the Hilfiger auditions.
At the launch in London on Wednesday, Hilfiger said:
“This is a platform for new young musicians to show their talents on a global stage and have a connection with our partner Sony BMG.”
Increasing Brand Awareness
For Sony BMG, TommyTV marks its first encounter with online music marketing. While the label won’t be selling music through the site, it hopes to increase brand awareness, and promote artists.
This should be an interesting experiment to watch, as if it’s a success, it could lead to a whole host of other collaborations and new Web TV channels.