Mercedes-Benz launches Mixed Tape Music Magazine on Mercedes-Benz TV
With around 2.5 million users and 28 million downloads so far, Mercedes-Benz Mixed Tape has proved one of the most successful legal music sites worldwide since launching in 2004. Now, Mixed Tape is entering a new era: Mercedes-Benz is keeping the popular download compilations and broadening its scope to include a monthly music show on Mercedes-Benz TV (www.mercedes-benz.tv).
The half-hour Mixed Tape Music Magazine features videos, album reviews and profiles of newcomers and established artists - with a different theme for every show. The first Mercedes-Benz Mixed Tape Music Magazine airs on 28 February 2008 and puts the spotlight on "modern vintage".
"Mercedes-Benz is one of the ten most valuable brands in the world. We have a loyal customer base that we target very directly, while our traditional advertising campaigns on TV and in print bring us to the attention of a vast potential market," says Dr. Olaf Göttgens, Vice President Brand Communications at Mercedes-Benz Cars. "However, in order to reach new, and most importantly, young target groups, we focus part of our marketing activity on new formats. Of these, Mixed Tape and Mercedes-Benz TV have met with the greatest success. By taking Mixed Tape to the next level and integrating it into Mercedes-Benz TV we have created a platform for informative and interactive branded entertainment".
The first issue of Mixed Tape Music Magazine takes a look at "modern vintage" - one of the latest pop trends in which influences from previous decades are interwoven with new musical styles. Headline acts such as Grammy-award-winner Mark Ronson and Jennifer Lopez are currently storming the charts with "modern vintage". And it's also shaping the sounds of countless newcomers. The monthly show is crammed with interviews and biogs keeping you up to date with today's stars and up-and-coming artists. Plus there's background information, album reviews and special features based on the current theme. Every issue will be accessible online for six months at: www.mercedes-benz.tv/mixedtape.
The long-established and much-loved Mixed Tape compilations will still be available alongside the new music programme. Every eight weeks, music fans can download ten free tracks by exciting new artists, some of whom will be showcased in the monthly TV magazine. What's more, Mercedes-Benz will continue to use Mixed Tape to promote the next generation of musicians. It's a great chance to have new music heard by the online community and aspiring acts are encouraged to submit tracks. The latest edition, Mixed Tape 19, comes off the back of the previous "best-of" collection, Mixed Tape 18.