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Sub-Urban Brands Signs Cross-Promotional Partnership With Hit Maker EMI/Capital Records, World's Largest Independent Music Company
By Mi2N
(more articles from this author)
2006-07-21
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Sub-Urban Brands, Inc., a multi-brand apparel company pursuing high revenue growth in the global fashion industry, has announced a partnership with musical icon EMI/Capital Records to cross-promote the company's Mash Culture Lab brand clothing.

EMI is the world's largest independent music company, operating in 50-plus countries. EMI is comprised of two divisions: EMI Music and EMI Music Publishing, which together generated revenues exceeding $2 billion in 2005. Representing more than 1000 artists, including The Beatles, The Rolling Stones, Nora Jones and Coldplay, it owns the rights to over one million titles.

"Music culture is essential to Sub-Urban's brand identity," said Joseph Shortal, chief executive officer of Sub-Urban Brands. "Partnering with EMI is ideal because it allows us to communicate our brand message on a massive scale through musicians that influence our target audience. We believe this partnership further validates Sub-Urban as the next trend-setting apparel company."

As part of the agreement, Sub-Urban's MCL garments will carry a digital hangtag with free musical downloads from musicians such as rock artist Hedley and urban star Chingy's upcoming album. Hedley has been nominated for two Junos Awards (Rock Album and New Group of the Year). The band has a certified platinum record album and has booked a nationwide tour with another popular rock artist Simple Plan. Chingy is a St. Louis hip hop artist whose breakthrough debut album, Jackpot, went triple platinum in 2003.

Recently, Sub-Urban announced the launch of Mash Culture Lab, a brand that, coupled with the partnership with EMI, continues the Company's successful integration of fashion, music, sports and entertainment. Mash Culture Lab is the latest clothing line to be launched under Sub-Urban's core strategy to create a diversified brand portfolio, aimed at maximizing revenue potential and mitigating risk, while maintaining strong brand appeal for each consumer base.

The collaboration between Sub-Urban Brands and EMI/Capital is another milestone under Sub-Urban's strategic initiative to create new brands that leverage today's youth market by integrating different cultures and previous generations to create a mish-mash style that integrates fashion, music, sports and entertainment.

"We are pleased to enter into an exciting relationship of this nature that presents such important marketing potential for us," said Mr. Shortal. "Partnering with one of the world's largest media companies further validates Sub-Urban as a high-profile and cutting-edge apparel company."

Related News from Mi2N:
» Sub-Urban Brands Signs Cross-Promotional Partnership With Hit Maker EMI/Capital Records, World's Largest Independent Music Company


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