AOL Entices Users With Madonna Exclusives

NEW YORK In yet another example of how America Online is trying to lure new subscribers and broadband users with exclusive content, the AOL Time Warner Internet unit this month is offering access to Madonna and her music.

Starting this week, AOL members will find an array of programming leading up to the April 22 release of the pop star’s latest album, American Life.

The material mom figures prominently in AOL’s broadband strategy. Last week, Dulles, Va.-based AOL rolled out a new, enhanced broadband service, which looks to leverage AOL Time Warner content and other exclusive offerings to entice at-home broadband users to pay AOL $14.95 per month in addition to fees for its high-speed ISP. Madonna’s Maverick Records is a part of Warner Music.

Exclusives for AOL Broadband subscribers include a special Madonna video channel featuring 12 different videos spanning her career, concert footage from “The Drowned World Tour” and a remix of the title track of her new album.

New York-based AOL Time Warner is putting considerable weight behind AOL Broadband, the centerpiece of AOL CEO Jon Miller’s turnaround plan for the troubled division. Last week, AOL struck a deal with Best Buy that will give the Internet service provider and its new broadband offering a presence in more than 500 of the retailer’s stores [IQ Daily Briefing, April 4, 2003]. And a new TV campaign from BBDO in New York pushing AOL Broadband debuted last month during the Academy Awards telecast.

As part of the Artist-of-the-Month Madonna promotion, AOL narrowband and broadband members will be able to listen to the worldwide premiere of the artist’s “Love Profusion” on April 15 and access an April 11 interview, in which she discusses her latest work. Other programming includes: a full album listening party, behind-the-scenes footage of the making of the album and an exclusive online video debut of “American Life.”