American cable TV network, USA Network, has entered into an exclusive deal with Virgin Records which will see the EMI division providing all the music for the TV station's marketing activity, including on-air promotion, cross channel advertising and online and mobile marketing. The TV network's website will also include a micro-site promoting the Virgin artists being featured in their promotions.
It's an unusual deal because it is rare for a media organisation to tie itself to one label for this kind of thing, even a label with as big a catalogue as Virgin, but presumably the deal will enable USA Network to save money on licensing music for its promotions by offering the major label bulk business and promotional opportunities.
Confirming the deal, while coining the lovely if slightly pointless expression 'sonic partners', USA's Senior VP Of Marketing & Brand Strategy told reporters this week: "With a rich roster depth of talented recording artists across all musical genres, Virgin is an ideal sonic partner for our 'Characters Welcome' brand initiatives".