Disc includes buzz bands Story, Snow, Bondies
The Frog’s getting its groove on.
The WB network is teaming up with Rhino for “The WB Mix Tape Vol. 1,” a CD collection of tunes targeted toward the weblet’s younger aud. Nine-track disc, to be distribbed exclusively at Target stores, hits stores today and will sell for $5.99 — much lower than a typical CD.
Artists on the disc are mainly newer acts, though many have had buzzworthy singles in recent months. Among the more notable names: Ben Jelen (“Come On”), the Von Bondies (“C’mon, C’mon”), Story of the Year (“Until the Day I Die”), Katy Rose (“Overdrive”) and Snow Patrol (“Spitting Games”).
Disc also includes a video of the Vines’ “Ride,” being used for the WB’s 2004 image campaign.
WB veepee of music Leonard Richardson, who also exec produced “Mix Tape,” called the disc “a natural extension for our brand” and said the net’s core aud of viewers 12-34 “expects to find great music” on the Frog.
Frog will hype the disc on tonight’s episode of new summer skein “Summerland,” featuring the Von Bondies and Jelen tunes on the show.
Target is no stranger to network TV tie-ins. Last winter, the retail giant was the exclusive home for a collection of Christmas music tied to an NBC holiday spec.
Since the days of “Felicity” and “Dawson’s Creek,” Frog skeins have been notable for their use of pop music, with the net usually trading a brief on-air mention of the artist for music rights. Such a model has now become standard for most broadcast webs.