The Tween Machine

Sony and Nickelodeon chase Disney fortunes

What?: Children’s TV entertainment brand Nickelodeon – a division of Viacom’s MTV Networks – and SONY BMG Commercial Music Group are combining forces to co-develop music projects. The deal will see the two companies unite to produce television series, original movies and multiple record releases over the four-year period, as well as moving into clothing and electronics.

The partnership cements a relationship between the two parties first fleshed out in 2004. Sony and Nickelodeon say they want to create a major music brand for kids and tweens.

So what?: The surge of interest in this sector has no doubt been sparked by the phenomenal rush of success Disney has had across its music oriented franchises. Tween shows such as ‘Hannah Montana’ and ‘High School Musical’ both hurtled accompanying CDs into the top five US albums in 2006.

Nickelodeon’s hugely successful mockumentary tween show ‘The Naked Brothers Band’ – which follows the lives of a mock pre-teen band (Monkees style) – will be the joint ventures first release.

Disney is also keen to propel its music business further, with High School Musical 2 and 3 already in the pipeline. Expect fall 2007 to become a pre-teen battleground.

You can read more on the rise of Tween culture here

www.thenakedbrothersband.com