Co-Branding The Band

by Tamera H. BennettAugust 5, 2009

With physical record sales continuing to plummet, recording artists and record labels look for creative ways to co-brand their product.

Mariah Carey and her label Def Jam have partnered with ELLE magazine to release a 34-page booklet packaged with her "Imperfect Angel" CD release that includes "lifestyle" advertisements, lyrics and content from Ms. Carey.

Additionally, an upcoming issue of ELLE will include a scaled down version of the insert.  "Lifestyle" advertisers, such as Elizabeth Arden fragrances, are also co-branding the CD with a new fragrance release.

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