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A reality show without a showdown, where no players get booted off? Indeed, Macy’s appears to have abandoned these reality TV essentials in a forthcoming online video promotion for its five-year-old American Rag brand.
Instead, a series of documentary Webisodes will follow the lives of five young people who want to break into the music business.
The series, “Ragged Road,” launches in the fall. WPP Group-owned MEC Entertainment developed the show, which will play on YouTube.
Nancy Slavin, svp of marketing at Macy’s merchandising group, said this marks a first for the brand in “doing something wholly dedicated to a communications strategy on the Web.”
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