Kate Mosh

TV show gets band

What?: The Internet is soon to be swamped with online soaps. Social network Bebo puts music into the wash:

Atlantic Records is to partner with Bebo to promote its act The Days in the social networking site’s online ‘soap’, KateModern. The Days are to become an integral part of the KateModern storyline, interacting with the characters in the drama and also with viewers. The finale of the three-month period will see a real world gig attended by fans of the band and of the show. The act will feature in plot lines and viewers will be encouraged to join their network where a competition will be held to see them perform live.

KateModern (a spin off from the success of Internet phenomenon Lonelygirl15) attracted 8M views in its first eight weeks.

So What?: KateModern has successfully brought in brand partners such as Orange, Tetley, Nestle and Red Bull in the past and now Bebo’s latest venture into online teen drama, Sophia’s Diary, is targeting brands directly for inclusion in the show. With Yahoo! currently handling its display advertising, the medium seems primed for further band and brand integration.

Promoting artists via soap operas is hardly ground-breaking. However, the unregulated realm of Internet TV is a goldmine for product placement and this venture, finally, showcases a truly innovative way of using a community to market an artist.

www.bebo.com