SANTA MONICA, CA (Universal
Music Enterprises) - For the first time in music history, two powerhouse reggae labels are joining forces for a consumer and retail marketing campaign designed to tell the story of Jamaican music from past to present. For the unprecedented effort, dubbed "Blazing Reggae:
Genesis To Revelation," Tuff Gong/Island and VP Records are also teaming with strategic partners for major promotions - from consumers winning a chance to record a dub single at Tuff Gong Studios and having it distributed by VP to tie-ins with Adidas and Bob Marley's clothing line Zion Rootswear, CD kiosks at travel agencies, and flyaways to the Marley Resort & Spa opening in the Bahamas later this year.
"By promoting the catalogs of both labels, we hope to expand reggae's mainstream awareness," said Ramon Galbert, Marketing Director for UMe, which manages the Tuff Gong/Island repertoire. "Like many genres, reggae has numerous sub-genres and the combined marketing efforts from these two historic labels will expose consumers to many of those core sub-genres."
The campaign, which launches at the height of reggae summer (July) and runs through the back-to-school season (September), focuses on sales of original albums and compilations from Bob Marley & The Wailers, Toots & the Maytals, Burning Spear, Gregory Isaacs, Black Uhuru, Buju Banton, Jimmy Cliff, Dennis Brown, Bunny Wailer, Junior Murvin, Third World, Stephen Marley, Damian "Jr. Gong" Marley, Ziggy Marley, Shabba Ranks, Sean Paul, Yellowman, Garnet Silk, Dillinger, Capleton, Luciano, Beenie Man, Eek a Mouse, Barrington Levy, Lady Saw, Wayne Wonder, Jah Cure, and Bounty Killer plus a handful of movie soundtracks, including the classic "The Harder They Come."
Added Aaron Talbert, Director of Sales and Marketing for VP Records: "VP is known for having today's hottest reggae artists and today's top-selling reggae albums. We've kept up with the sounds of the street. By bringing together the reggae history of Tuff Gong/Island and the contemporary Caribbean culture of VP, we hope to appeal to a wider audience for reggae and for both labels."
Unique promotions with the Jamaican Tourist Board and www.bahamas.com include selling product online and via CD counter kiosks in travel agencies (a limited edition compilation is also expected) as well as several all-expenses paid consumer flyaway vacations to the Marley Resort made available to national/regional chains that set-up cohesive consumer POS/online promotions. Another promotion will offer fans the opportunity to fly to Jamaica to record their dub record at Tuff Gong Studios, have it pressed and then distributed at VP Records' network of stores.
For Adidas, limited edition t-shirts have been created to commemorate the historic reggae campaign and will tie-in with the new Adidas "Kingston" clothing line to be introduced in the fall. Zion Rootswear, from PacSun Clothing, will launch a back-to-school promotion.
Sound Clash events - Tuff Gong vs. VP - will take place at clubs and select indie and key chain retail venues, accompanied by major outdoor advertising and street promotion. Print advertising has already begun for "Blazing Reggae: Genesis To Revelation," including in the Reggae Festival Guide, The Fader and Jamaican weeklies in New York, Miami and Los Angeles. Each participating national account may choose from a selection of national print partners (Rolling Stone, Vibe, Spin, The Fader, Paste, Relix, VICE, Global Rhythm, Mass Appeal) and local/regional options.
A half-hour Tuff Gong video show centered on the campaign and hosted by Rohan Marley will feature videos, interviews and live performances. The special is expected to premiere online before running on national cable. There will also be online advertising for "Blazing Reggae: Genesis To Revelation."
Other retail marketing tools to be made available are campaign branded t-shirts for clerk/retail added value promotions, restaurant placemats serviced to select Jamaican restaurants and grocery stores in key markets, posters, header cards, dump bins, commemorative sales folders for one-stops, urban core and VP distributed accounts, and a CD sampler hosted by legendary Jamaican radio personality Barry G.
