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Redmond, Wash. -- Eddie Bauer and PlayNetwork have announced the launch of the Eddie Bauer Emerging Artist Program.
“The Eddie Bauer Emerging Artist Program was born from the spirit of adventure and discovery inherent in the First Ascent and Eddie Bauer brands,” said Kirsten Kinkead, multimedia producer at Eddie Bauer. “PlayNetwork is the ideal partner for this program because they have a true understanding of our core values and will translate that into media experiences that resonate with our customers.”
As a music and media partner, PlayNetwork joined forces with Eddie Bauer to open up new ways for customers to explore the world of music through the Eddie Bauer brand and across multiple touch points. By enlisting emerging and established artists to create original music, conduct on-camera interviews and perform live showcases, Eddie Bauer will offer customers a branded entertainment experience that also tells a unique musical story.
To initiate the ongoing Eddie Bauer Emerging Artist Program, PlayNetwork’s in-house production team will create artist video segments that will be broadcast in Eddie Bauer stores, online and through social media channels, featuring interviews and live performances from the event, as well as programming artist music releases in Eddie Bauer stores and outlets.
“The partnership with Eddie Bauer is a perfect example of how retail and music can come together in a dynamic and impactful way, and with the Emerging Artist Program launch, Eddie Bauer customers will have new ways to connect to the brand across multiple touch points,” said Brian Hirsh, senior vice president, media services at PlayNetwork.
The Eddie Bauer Emerging Artist Program will be launched with a private daytime showcase on March 19, at the South by Southwest Music Conference and Festival in Austin, Texas. It will continue with live events and concerts at sponsored events throughout the nation.