New York, NY (Top40 Charts/ Mood Media Corporation) Muzak, Whitesmith Entertainment and fashion designer John Varvatos celebrated the release of Rock & Roll Submarine, the first new release in 16 years from alternative rock band Urge Overkill. Nearly two decades after Exit the Dragon (Geffen) and their popular Pulp Fiction cover, "Girl, You'll Be A Woman Soon," founding members Nash Kato and Eddie Roeser have reformed the band that sold over 2.5 million albums and epitomized rock star personality in the early 90s.
The retail experience design team within Muzak, called Touch, helps retailers and retail brands evaluate, design, and implement sensory-marketing solutions. On behalf of contemporary high-end fashion client John Varvatos, and in partnership with Whitesmith Entertainment, the design team used social media to spread the word and build excitement leading up to the album launch.
The week before its May 10th release, the design team previewed Rock & Roll Submarine at Johnvarvatos.com, on the John Varvatos Facebook page and on JV's Funhouse, the Varvatos blog. The campaign culminated in an invitation only, live music event at the flagship boutique of high-fashion menswear designer John Varvatos in New York City's Bowery district at the former site of the famed CBGB music club.
"Fashion and music unite Urge Overkill and John Varvatos," said Emily White of Whitesmith Entertainment. "The collaboration was a no brainer for us. Urge brings a timeless rock-n-roll edge to John's amazing high-end men's fashion, resulting in a phenomenal event."
Tor Caracappa, Varvatos' Head of Visual, said "We exposed a ton of people to the real rock ethos of the John Varvatos brand, and gave them a memorable experience in the process."
Lorne Abony, CEO and Chairman of Mood Media said, "Creating strategic content partnerships like this is what we are all about. In this instance, we were able to leverage our deep music industry relations and our knowledge of the John Varvatos brand to create a strategic relationship that was a win-win for all parties."
