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EMI Dresses-Up Artist Campaign With Next Deal
May 15, 2008
- Global
| Branding
By Lars Brandle, London
Rising singer Ava Leigh is benefiting from an integrated, multi-platform marketing campaign struck between her label Virgin and British fashion retailer Next.
Leigh's samba-tinged song "Mas Que Nada" is used as the soundbed to Next's current Brazilian-themed campaign advertising its new autumn/winter collection.
The ad can be viewed from the Next Web site, which carries a page devoted to the artist, featuring editorial, a streaming video of her song "La La La" and a links to her official Web site.
"Mas Que Nada" is the b-side to Leigh's new single "Mad About the Boy." The artist's debut album is scheduled for a late Summer release.
Leigh performed a selection of songs at Somerset House in London last night to launch Next's A/W collections.
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