Fashion type Tommy Hilfiger was in London yesterday to launch a new web portal - TommyTV - which aims to provide a platform where bands and artists, new and established, can reach an international audience. I'm not 100% sure how it all works, or what it will be like, but the invites to the press launch (half a tree) were pretty damn impressive, and definitely worthy of note.
SonyBMG are the principal music partners on the venture, and they will have their own channel within TommyTV featuring performances and interviews with their acts. Other 'channels' will include a new artist strand, a strand built around the existing Hilfiger Sessions programme, and the MyTommyTV area, where users will be able to create playlists and sign up to news feeds and all that kind of nonsense.
Launching the new venture, Tommy Hilfiger told reporters: "I have always been inspired by music and our company was one of the first to truly fuse fashion and music through a variety of initiatives. The launch of TommyTV takes our musical heritage to the next level by offering the exclusive Hilfiger Sessions performances to a wider audience. With SonyBMG as our partner, we are thrilled to be at the forefront of bringing music and fashion together with the latest technological and online innovations".
SonyBMG Europe top man Maarten Steinkamp added: "Great live music provides an audience with a truly unique shared experience, and the partnership of SonyBMG and Tommy Hilfiger, on TommyTV, allows an even wider audience to enjoy that excitement. In a digital age we are looking for innovative and engaging ways to bring our excellent content to our customers, TommyTV will give online exposure to a wide range of popular and established SonyBMG artists, as well as a vibrant mix of new and upcoming talent".