Fuse, Hot 97 Team Up on Hip-Hop Fashion Show
By R. Thomas Umstead -- Multichannel News, 2/8/2004 7:01:00 PM
Music-video service Fuse is teaming up with Emmis Broadcasting Corp.-owned New York radio station Hot 97 (WQHT-FM) to develop a hip-hop fashion show to air on the network in March -- part of a unique partnership between the music service and the radio station.The deal comes on the heels of Fuse’s recent foray into video-on-demand with a launch on several Comcast Corp. systems.
The March 2 event will feature hip-hop-inspired designers like Sean John, Phat Farm, Akademiks and Enyce, as well as musical performances, Fuse president Mark Juris said.
The two entities will also team up this summer to sponsor Hot 97’s popular "Summer Jam" hip-hop concert, which Fuse will air as part of a special event in August. Fuse aired last year’s Summer Jam, which featured such artists as 50 Cent, Nas, Busta Rhymes, Sean Paul, Nelly and Lil’ Kim.
The two events will be co-branded and aggressively marketed via affiliate events, street-team marketing, print advertising in local media, cross-channel spots and special on-air content and promotions on Fuse and Hot 97.
For more on Fuse and Hot 97, please see R. Thomas Umstead’s story on page 20 of Monday’s Multichannel News.
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