In what hypebot thinks is a smart and innovative move to expose new music releases to the important female 18+ demographic, Audio Fidelity is launching a new venture with John Paul Mitchell Systems, the industry leader in hair care products called SALON SOUNDS. Dubbed "where music meets style," Salon Sounds brings new music into independent and chain beauty salons nationally.
The first SALON SOUNDS collection, featuring a dozen selections is shipping to more than 10000 independent and Paul Mitchell affiliated hair salons this week. The compilation represents both new and well-known recording artists with cuts selected from current CDs.
"This project was conceived as a new way for record labels to expose both established and developing artists to a specific target demographic," explains Marshall Blonstein, president of Audio Fidelity. "Patrons in a salon are a captive audience for an average of two hours at any given salon visit."
For John Paul DeJoria, Chairman and CEO of John Paul Mitchell Systems, SALON SOUNDS is very much in keeping with the standards set by his hair care line. "The average Paul Mitchell customer is someone that wants to look good and feel good about themselves," he says. "They are as selective about the music they listen to as they are about the type of hairstyle they choose."
Artists represented on the premiere SALON SOUNDS CD run the gamut from multi-million sellers to unknowns. The tracks: "Those Sweet Words" by Norah Jones; "Every TimeYou Say Goodbye" by Alison Krauss + Union Station; "The Look of Love" by Ronald Isley & Burt Bacharach; "I Want to Know What Love Is" by Wynonna (with special appearance by Jeff Beck); "Somewhere Only We Know" by Keane; "Mama Told Me Not to Come" by Tom Jones (with Sterophonics); "When You're Gone" by Richard Marx; "Someone to Love" by Gilli Moon; "Solitaire" by the Carpenters; "Another White Dash" by Butterfly Boucher; "Almost" by Sarah Harmer; and "Black & White" by Three Dog Night.
"It's such a great idea, teaming music with a brand name that people trust," says Zach Hochkeppel, Vice-President of Marketing for Angel/Blue Note/Manhattan Records. "For us, the timing couldn't have been better to have Richard Marx' "When You're Gone" on the first compilation just as we are reintroducing him. What attracted me to this product, in general, was that you have a good chance of the music starting conversations in salons, and the hairdressers becoming our street team, if you will. Lifestyle marketing has already proven very effective with Norah Jones, and, in this case, we want to keep hitting Norah's audience with the fact that there is a second record out there that they may not have checked out yet."