Marketing tie-ins boost record labels, artists

07/2/2008 | Wall Street Journal (free content), The

To drum up an audience for recording artist Greg Laswell, label Vanguard Records struck marketing deals with PepsiCo, Marriott, Whole Foods and Amazon.com. Kerri Borsuk, director of marketing for the Nettwerk Music Group, said: "At an independent label, you have to figure out inventive ways to promote without spending the money. People are doing what they can these days and looking for creative ways to sell music."

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Wall Street Journal (free content), The

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