May 30, 2008

By By Kamau High, N.Y.

Consider it the latest case of a band becoming a brand.

When the producers of "Chopper Challenge" needed a brand to feature in an upcoming episode of the motorcycle-building reality show on CMT, they opted for a different approach from the cable and insurance companies they had already used.

Every week, the 10-episode prime-time series presents a different bike builder constructing a custom motorcycle that incorporates a brand into the vehicle design. Previous shows included the Incredible Hulk, insurance company Geico and Time Warner Cable's RoadRunner broadband service.

Now, Billboard has learned, "Chopper Challenge" will for the first time use a band as the featured brand during its June 4 episode. The band in question? South African post-grunge alternative act Seether.

In addition to having its image and logo appear on the episode's custom bike, the band will gain further exposure through...

Click here for the full story including how the deal came about, the criteria used during the band selection process, how the relationship can be further exploited and more.

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