NEW YORK (By STEPHANIE MOLINA/ B|W|R PUBLIC RELATIONS) - Last summer sizzled when StarStyle launched the highly anticipated music player whereby music lovers and fashionistas alike can identify their favorite fashions in music videos and purchase them online. Distinguished by its built-in contextual commerce engine, the music section launched with videos from Universal
Music Group. Hitting yet another uber-high note, Entertainment Media Works creator of StarStyle (www.StarStyle.com) has now teamed with Interscope Geffen Records to host a creative online contest that will allow viewers the chance to connect and align themselves stylistically with music sensation Mary J. Blige, who just garnered eight Grammy nominations and won 9 Billboard
Music Awards last week. Appropriately titled, the 'Follow in the Footsteps of Mary J.Blige' promotion kicks off on December 12, 2006. Peers will be asked to vote for the winners online from January 13-January 31, 2006.
'Music and fashion have always walked hand in hand,' said Erin Yasgar, SVP of Brand Partnerships and Digital Strategy at Interscope Geffen. 'We are excited that StarStyle will bring fans of Mary the chance to connect with her on that fashion front. We look forward to working closer with StarStyle and the fashion community on bringing fans closer to their favorite artists through this unique partnership.'
The giveaway contest consists of three user-friendly steps: Watch the video, using StarStyle's music player; submit original content that can include pictures and/or text that illustrate how you follow in Mary's footsteps; register and win. First place winner will receive a pair of autographed Belstaff biker boots the Queen of Hip Hop Soul wore in 'We Ride (I See the Future).' Second place receives an Apple iPod shuffle and three runners up each receive a signed copy of Blige's famed stylist, June Ambrose's book, Effortless Style.
Offline, fans of Blige's can support her by visiting StarStyle at The Plumm Nightclub (246 W. 14th Street in New York City) on December 21. From 10 p.m.-12 a.m., impeccably dressed patrons 'following in the footsteps of Mary J. Blige's' fashionable style can register and have their photo taken for the contest. The first 100 entrants receive a StarStyle keychain and a single track CD featuring "We Ride (I See the Future)." (Fans must agree to have their photo taken to win a chance for Belstaff boots, keychain and CD)
StarStyle was launched in March 2006 as a groundbreaking 'supersite' that already enables viewers to identify and purchase the apparel, furnishings, gadgets and music featured in their favorite TV shows and music videos. StarStyle's online player allows users to watch the latest videos while browsing an adjacent section with photos of fashions and other products featured in each video. Registered StarStyle users can either choose to purchase desired products immediately or add them to a tool called 'MyStyList' which acts as a virtual locker that can be accessed and sorted by artist, title, brand, price, etc. Each user's 'MyStyList' page can also be shared with friends resulting in a viral marketing opportunity for the artists and brands.
'The intersect between fashion and music has never been stronger, and our goal is to make it easy for consumers to identify, share and buy all the latest products that are used by their favorite artists.' said Ashley Heather, CEO of Entertainment Media Works.
'The pace of music videos often prevents people from identifying products they are interested in,' added Tony Zeoli, Vice President, Music Services for StarStyle. 'The decision of music video networks to purposely �wash out' some brand's logos makes it impossible for fans to know what those products are. Not only does StarStyle allow brands to be seen clearly onscreen, but viewers don't need to pause the video to identify them, helping to maintain the music video's artistic integrity while providing an enjoyable shopping experience.'
StarStyle's partnership with Universal Music Group enables them to provide video content of UMG recording artists via the Internet. Additionally, UMG - whose artists include trendsetters Lindsay Lohan, Gwen Stefani, Black Eyed Peas, Mariah Carey, Mary J. Blige, Shania Twain, Trisha Yearwood and the Pussycat Dolls - will work with StarStyle staff to identify branded products featured in the music videos. Until now, many apparel brands have given their clothes to music videos to reap free product placement and generate buzz, especially for new lines. StarStyle benefits brands by allowing them to clearly identify themselves and to give consumers a direct purchase opportunity, while also helping labels and artists by creating new revenue streams. Artists also benefit by creating a deeper one-to-one relationship with their fans.
To date, launch partnerships for the site have included 'American Idol' for the launch of its television component, 'The Real World: Key West' for its auctions, and Universal Music Group for its music arm. Artists confirmed to date by Interscope Geffen include Gwen Stefani, the Pussycat Dolls, Nelly Furtado and Mary J. Blige.
