Bravo announced Wednesday that Musicians, its newest weekly primetime
series, set to premiere Feb. 4, will receive a promotional assist from two
series sponsors, Volkswagen of America Inc. and Tower Records.
VW, which has exclusivity in the import-automobile category, and Tower, the
exclusive retail sponsor, 'both came on board before we shot even one show,'
Bravo Networks senior vice president of marketing and public relations Caroline
In addition to schedules within the show, both companies will gain additional
exposure via on-air billboards.
An original series blending interviews and performance in each Monday 10 p.m.
outing, Musicians will be promoted on-channel, online, in print and at
The performances are taped before a live studio audience in Manhattan.
The most interesting aspect of the promo support will be 'Listening Posts,'
in-store displays at Tower outlets where consumers can sample video clips from
the show. These clips are being produced exclusively for Tower.
The 125-store Tower chain -- which will promote the series in Pulse,
its in-store publication, and on its Web site, www.towerrecords.com -- will sponsor a
Bravo series of vignettes culled from Musicians.
Bravo itself will promote the series via outdoor in New York and via spot
cable and radio in New York, Los Angeles and Chicago, Bock said.
Musicians, with its opener showcasing Lou Reed, will feature such artists
as Sheryl Crow (Feb. 11), Barry Manilow (Feb. 18), Alanis Morissette (Feb. 24),
Tony Bennett (March 4) and Blondie's Deborah Harry and Chris Stein (March
The show's host is David Wild, contributing editor for Rolling
Another round of tapings is planned for mid-March.