PlayNetwork Intros Brand-Building Podcast Service

Dec 20th, 2006 | By | Category: Audio Podcasting, Corporate Podcasts, Digital Music, Making Money with Podcasts, Podcasting Services

PlayNetworkPlayNetwork, a provider of branded audio and video media services for businesses, today announced it has launched a promotional music podcasting service. The company plans to offer “branded podcasts” that use music to create a “brand-building entertainment relationship”.”Branded Podcasts take branded entertainment experiences outside of the store environment and put them directly into the listening lifestyles of interested audiences,” said David Brewster, PlayNetwork’s SVP of Creative and Promotional services.

Retailers, hotels, health clubs and a variety of hospitality businesses can offer free music podcasts to build stronger connections with their customers, while incorporating brand-building messages. Consumers can get access to free music, and PlayNetwork pays music artists and labels royalties for each podcast download in which their works are featured.

“PlayNetwork is facilitating our ability to be intelligent about the technologies we embrace,” said Matt McGreevy, web marketing / video production executive for Epitaph Records. “It is consistent with our marketing strategies to go where people are looking for new music. The (portable) capabilities of digital music have opened lots of doors for finding new music.”

A Branded Podcast episode consist of three to five songs from various artists and labels. The music is selected based on PlayNetwork’s clients’ target audiences and their related branding or merchandising initiatives.

Along with the licensed music, businesses can customize the podcasts with host DJ narration and other audio segments. DJs “front- and back-announce” details as songs begin and end to attribute artist name and label, and promote the brand’s marketing information or details related to the artists’ featured work or upcoming label releases.

“We hope to eliminate the barriers that have held back both businesses and the music industry from taking full advantage of a tremendous explosion in brand promotion and consumer entertainment,” said Brewster. “There has been terrific response so far to this offering as branded entertainment evolves and evolves from the in-store or in-restaurant experience to a real media channel with expansive reach and the ability to discretely target individual customers.”

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