Paco Rabanne Fragrances (Puig) has launched the website www.be-a-rockstar.com in partnership with Universal Music. The collaboration is said to offer Internet users exclusive musical content, and the opportunity to enjoy a unique experience and step into the shoes of a rock star. The website continues the musical adventure set in motion with the launch of Black XS.
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Paco Rabanne Fragrances has launched the website www.be-a-rockstar.com in partnership with Universal Music |
By joining forces with Universal Music, Paco Rabanne fragrances – and the Black XS line – is opening the door to the largest catalogue of artists in the world, the company claims. And through its entity OFF TV – a music channel and integrated production structure – Universal Music France will give access to special moments with its artists, another way of loving music and those who compose it.
By sponsoring a programme created for the occasion, Black XS fragrances are offering Internet users the chance to “dive into the unknown”, issuing an invitation to go backstage and discover intimate and live moments with a selection of rock groups.
THE BLACK XS OFF SHOWS
The series – consisting of nine episodes in all – will be shown by the end of the year on the www.be-a-rockstar.com site, as well as on the brand’s YouTube channel and the site www.off.tv. The first names have already been revealed, and include Two Door Cinema Club, Kaiser Chiefs and Cold War Kids.
“Collaborating with a partner as prestigious as Paco Rabanne fragrances results in a wonderful operation that brings the brand and the music world closer together,” noted Emmanuel de Sola, Special Projects Director for Universal Music Consulting & Content.
“Thanks to OFF TV, Black XS fragrances are broadcasting attractive and on-trend musical content that legitimises their message in the music arena.”
A UNIQUE EXPERIENCE
As well as offering exclusive musical content to Internet users, the www.be-a-rockstar.com platform also gives an opportunity to enjoy a unique and totally immersive experience in the world of Black XS.
“The challenge is to plunge our audience into Black XS’ rock world by putting the possibilities offered by digital technology to work in highly creative ways,” explained Laura Pho Duc, International Digital Director for Puig/Paco Rabanne fragrances.
“Once again, we want to surprise, to offer unique experiences thanks to innovative technologies, to invite the public to discover and share in a rich universe,” added Frédéric Appaire, International Marketing Director for Paco Rabanne fragrances.
To prolong the experience, Black XS fans and Rock addicts will also discover a host of opportunities to win concert tickets, backstage passes or free downloads, along with Black XS and Black XS Pour ELLE fragrances.
“Since 2005, Black XS has offered the general public content and experiences linked to music,” concluded Appaire. “Our partnership with Universal Music, the world leader in the sector, to offer all Internet users exclusive content from internationally renowned artists reflects the unique tie between a fragrance and the world of music that makes Black XS the pioneer in this area.”
“By supporting the operation with a significant media plan, Paco Rabanne is ensuring the success of the programme and helping to promote artists in France and abroad,” noted Mathieu Baumgartner, Digital Media Manager for Universal Music Online. “It is an important element in the project’s success.”
