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Image: Reuters
"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." says Tommy Hilfiger, looking dapper at the launch in a bright orange tie.
Hilfiger has built a worldwide fashion brand spanning women's, men's and children's wear to accessories and watches on marketing campaigns presenting hip, image savvy U.S. teenagers.
It has already moved to develop the brand in the music arena by hosting live gigs with only a few hundreds guests known as the Hilfiger Sessions.
A clear fit
Music-makers such as Madonna and David Bowie have long been seen as style icons, sartorial chameleons defining both themselves and their music through different looks.
"I literally became a fashion designer because of music," Hilfiger told Reuters at the launch. "Music was my first love, in the 60s – I wanted to dress like Mick Jagger, Pete Townshend, Jimmy Page."
Oh and... "People who go to TommyTV and spontaneously want to get a pair of Tommy jeans will be able to do it," said Gehring, Hilfiger suit. Yup. that would be it.
Sony BMG: experimental marketing
For Sony BMG, the launch marks an experiment in the art of online music marketing. Global music sales fell around 10 percent in 2007 and the industry estimates that only one in 20 of the tracks downloaded was licensed, costing the industry billions of dollars.
Yet online music purchasing marked a symbolic milestone when Apple Inc announced last week that its iTunes music store had surpassed Wal-Mart Stores Inc to become the largest U.S. music retailer.
"We are in a moment of transition moving away from the record model to music and entertainment," said Sony BMG Chief Executive Maarten Steinkam.
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