While the buzz for Kelly Rowland‘s 3rd solo album continues to grow, her new record label Universal Motown appear to be pulling out all the stops for the video for the project’s lead single – ‘Commander’.
As well as pumping their own funds into the video, the label – which is home to the likes of Lil’ Wayne, Drake, Akon, and Nicki Minaj – are seeking out top brands to feature their products in the clip. Check out the press release which made its way out to some of the world’s biggest brands:
KELLY ROWLAND is seeking a new partner for her latest music video – the singer’s reps have sent out mass emails urging big brands to appear in the promo.
The former Destiny’s Child star is following the record industry’s latest craze of teaming up with famous companies to cover the cost of music videos.
Her reps at Universal Motown are on the hunt for marketing executives to pay for their products to appear in the promo for the debut single from Rowland’s new record – her first since parting ways with ex-manager Mathew Knowles and former label Columbia Records.
The email reads, “We are currently seeking brands who want to partner with us for the upcoming (Grammy-winning, platinum-selling) Kelly Rowland music video for the first single off of (sic) her new album.
“We are primed for an outstanding project. This will be a video that is serviced around the world.” {Source}
Go Kelly! Many in-the-know about Kelly’s deal with Motown relay the fact that her main incentive for signing with the label was based on her project being their top-priority – something their brand-seeking clearly shows is the case. As the press release highlights, this is the the way the industry is side-stepping the recession to be able to deliver epic videos in the vein of Lady GaGa’s ‘Telephone’. Hence, it’s a given that teams for the likes of GaGa and Beyonce have done and will continue to do the same thing. There simply isn’t enough money in the industry (see: illegal downloading) to be churning out mind-blowing videos on label budget alone.
In any case, this has me even more amped to see what Kelly’s team are planning for her; after all, being talented is only one half of the equation – the machine behind an artist being the other. Thus far, it’s looking like Ms. Kelly is set to hit the big leagues on solo tip this go round!