Of course, some would say the future is all about marketing partnerships. And in that domain, EMI have entered into a marketing deal with Next in relation to the upcoming single and album release from Virgin signed Ava Leigh. It all kicked off with a combined fan showcase and Next mini-fashion show in London last night, and we can apparently expect other tie ups between the singer and the retail chain, including the use of one of her tracks on a forthcoming Next ad campaign.
Music Week quote EMI Music & Brands Manager Jemma Ballantyne thus: "We're thrilled to be working with Next and to have the opportunity to take a traditional synchronisation deal and build it into a significant cross-platform marketing and promotional opportunity for Ava Leigh. The association has allowed us to introduce Ava to an audience otherwise challenging to reach via traditional music marketing methods, and Next benefit from association with an exciting new artist who encapsulates their aspirational and modern core consumer".