Hip-Hop News: AOL & Mercedes Benz Support Emerging Artists
AOL Music has teamed together with Mercedes-Benz to help put emerging artists in the spotlight.
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Posted by Dave
Rap News Network
3/2/2006 7:16:41 AM

For decades, lyricists have included Mercedes-Benz in their songs as an icon of aspiration and accomplishment. Now, Mercedes-Benz and another icon of pop culture, AOL, have banded together to spotlight a new generation of artists through the premier online music destination AOL Music.

Mercedes-Benz USA (MBUSA) and AOL Music have created "On Our Radar," a new feature that takes fans on a deeper journey of music discovery, as part of the luxury car manufacturer's yearlong collaboration with AOL Music on its innovative Breakers program, which showcases a selection of standout developing artists. The initiative will promote the new Mercedes-Benz C-Class while bringing the hottest cutting-edge artists to the eyes and ears of trendsetting, young music fans.

"For decades Mercedes-Benz has been memorialized in songs. In turn, we've always placed a strong priority on doing what we can to support emerging artists whether it be music, fashion, film or the performing arts in general," said Carol Goll, general manager, brand experience marketing for MBUSA. "This initiative with AOL is a unique opportunity through a lifestyle intersect with a new generation of buyers as well as an opportunity to get some early visibility for those artists who are going to shape the music world going forward."

In addition to the AOL Music Breakers program, which is currently featuring music by artists, including teen singer-songwriter Teddy Geiger and country music chanteuse Shannon Brown, the new "On Our Radar" feature highlights notable up-and-coming artists such as Arctic Monkeys and KT Tunstall. Each week, "On Our Radar" showcases other hot new artists, such as Morningwood, Arab Strap and We Are Scientists and offers "Inside Track" audio streams and downloads from acts like Imogen Heap, Nine Black Alps, Devandra Barnhart and more. Music fans can access artist and tour information, participate in polls, and enter for the chance to win free MP3 downloads daily through which they are entered into a monthly sweepstakes for a chance to win an Apple iPod and a $250 iTunes gift certificate. In addition to hearing music from emerging artists and accessing sweepstakes, music fans will also be able to get more information about the cutting-edge technology of the new Mercedes-Benz C-Class and access a virtual showroom.

"We're pleased to have Mercedes onboard to help us expose our standout Breaker artists, and other worthy new acts, to fans throughout the year," said Jack Isquith, executive director of music industry relations for AOL Music. "Music discovery is central to our commitment to our audience. Best of all, working with Mercedes affords AOL Music the opportunity to find more compelling ways for these great artists to get the attention they deserve."

Mercedes-Benz will also have prominent brand placement on the AOL(R) Music Breakers page, as well as on pages featuring Breaker artist assets such as First Listen and First View song and music video debuts. Selected each season, Breaker artists represent AOL Music's top picks for the best up-and- coming acts across genres. These artists are featured in high-profile campaigns normally reserved for more established hit makers on AOLMusic.com and across the AOL Music and Radio Networks.

Through the collaboration, Mercedes will support music programming from the latest round of Breaker artists, including the just added, mid-season selection of alt-rock buzz band Panic! at the Disco. Current Breakers, include country singer/songwriter Jace Everett; songwriter/performer Ne-Yo; socially conscious rapper/songwriter Rhymefest; country girl-next-door and star of AOL Music's "This is Shannon Brown" online reality series, Shannon Brown; singer/songwriter Teddy Geiger; and revered underground rockers Thrice. Past Breakers include Avril Lavigne, 50 Cent, The Game, Michelle Branch, Josh Groban, and this year's GRAMMY award winner for Best New Artist -- John Legend, along with

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