NEW YORK — Energizer Holdings Inc.’s Schick Hydro brand is partnering with a company called VEVO to launch a web-based music channel.
Energizer Holdings Inc.’s Schick Hydro brand is partnering with a company called VEVO to launch a web-based music channel.
Branded as "The Next Wave presented by Schick Hydro," the channel will feature up-and-coming artists at both major and independent record labels affiliated with VEVO and its partners.
Every other week, VEVO and Schick will refresh the channel to deliver new videos and playlists, along with editorial support and promotions. As part of the program, Schick will offer free MP3 downloads of music from the channel’s featured artists in July.
"Schick Hydro is a truly innovative product that demands similarly inventive marketing platforms like this new VEVO channel," Dan Kinton, senior brand manager for Schick, said in a statement. "Just as VEVO is reinventing the music experience for listeners, Schick Hydro has introduced cutting-edge technology that dramatically improves the shave experience for men. We’re committed to refreshing men’s experiences by reaching them at their passion points and providing an unexpected benefit — whether it’s a surprisingly hydrating and comfortable shave, or a new music experience."
"VEVO was created, in part, for music fans to explore and discover new artists, in addition to those they already know and love," commented Rio Caraeff, president and CEO of VEVO. "VEVO’s close relationships with artists and record labels give us an early opportunity to hear new music, which we can then introduce to passionate music fans through compelling and exclusive programming. ‘The Next Wave’ is an innovative partnership with Schick Hydro that will give a voice to today’s emerging talent."
"The Next Wave, presented by Schick Hydro" will launch with original programming from electronic pop band Passion Pit. The Boston-based band filmed several exclusive videos promoting both the channel and their first single, "Sleepyhead," from their Columbia Records album debut Manners.