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Brands & Merch
Perfume brand launches music site with Universal
By CMU Editorial | Published on Monday 19 September 2011
Perfume makers Paco Rabanne have teamed up with Universal Music, and specifically its French production arm Off, to launch a new music-based website around its Black XS range called be-a-rockstar.com.
The new website features short films – also accessible via YouTube and Off.tv – about nine bands, including Kaiser Chiefs, Two Door Cinema Club and Cold War Kids. There will also be some music-based games and the chance to win VIP tickets for gigs.
Commenting on the partnership, Universal’s Mathieu Baumgartner told WWD: “A few years ago, when an artist joined forces with a brand, it was frowned upon by the profession. Nowadays, provided it is well done and that there are real mutual advantages, an artist joining forces with a brand is a win-win situation”.
