MSG Media’s Fuse and MySpace Music have joined forces to cross-promote their respective services via an initiative dedicated to introducing users to artists on the rise.
Per terms of the agreement, Fuse and MySpace will handpick four emerging artists to be profiled on the “Introducing...” site for a duration of two months. Along with securing a spotlight position on MySpace Music, each performer will also appear on Fuse’s on-air linear network.
This month, Fuse will spin off a new half-hour series from its weekday music-video showcase, Loaded. As with the anthology series, the 30-minute Introducing Loaded show will feature videos from the selected artists. Moreover, Fuse will create opportunities for the up-and-coming performers to appear on programs such as Hip Hop Shop and the Fuse Top 20 Countdown.
Additional exposure will come in the form of co-branded interstitials and themed bumpers interspersed with content from each of the featured artists. Various segments related to the “Introducing...” initiative also will be made available via Fuse.tv, Fuse mobile and the network’s video-on-demand service.
On the digital side of the ledger, the Fuse logo will appear on the “Introducing...” landing page and wherever the program is promoted across the MySpace network.
“As a national cable network dedicated to bringing the most comprehensive music coverage of any television network, Fuse was an ideal media complement to MySpace’s promotional artist efforts,” said Sam Wick, svp of MySpace Music. “Merging their on-air reach with our online audience creates a powerful programming mix to introduce emerging talent.”
Fuse is available in 55 million U.S. households, per MSG’s most recent 10-K filing with the Securities Exchange Commission. This summer, the network boosted its deliveries of viewers 18-34 by 13 percent versus a year ago.
“The collaboration of Fuse and MySpace and both companies' unique resources help introduce emerging artists and provide a platform to launch music careers,” said David Weier, vp of programming, Fuse. “Since the network’s inception, Fuse has promoted up-and-coming artists and we feel that MySpace Music is an ideal platform to expand our reach to music fans everywhere.”
The first four artists being introduced via the venture are: Los Angeles-based singer-songwriter Bruno Mars (25,121 friends); Orange County hip-pop prankster T. Mills (47,868 friends); Sacramento, Calif., alt-rock duo Middle Class Rut (7,859 friends) and L.A. Electro house veterans Far East Movement (45,167 friends).
The four acts will be featured on the various “Introducing...” platforms throughout the next eight weeks, whereupon Fuse and MySpace will put their heads together to select a new quartet of artists.
See also: "MySpace: Still Here"