#1 rated cable network USA has entered into an exclusive agreement with Virgin Records to provide music from the label’s artists for use across all of USA’s marketing platforms including on-air promotion, cross-channel advertising, digital and mobile. The deal marks the first time a network has made such an exclusive pact with a record label. Additionally, a Virgin Records micro-site will be available on USA’s website to provide artist and promotional information on the Virgin label music being heard on the
network.
The concept and structure of the agreement was developed by the USA marketing team, together with music media producer and strategic architect Spencer Proffer who is partnered with music mega-manager Doc McGhee in McGhee-Proffer Media. The music will be identified in a variety of methods including chyron titles featuring the name of the artist, song, album and label. USA will also create a specific on-air spot identifying the label as supplying the music heard on the network and driving viewers to the website.
