WB Records pacts with California Lottery

Scratch-off tickets will promote label's artists

Demonstrating the lengths to which labels will go to secure attention for their artists, Warner Bros. Records has pacted with the California Lottery to sell scratch-off tickets promoting singer Seal, singer-songwriter Michelle Branch, and rock bands Goo Goo Dolls and Taking Back Sunday. The tickets went on sale at 21,000 retail outlets in the state.

A $2 Warner Scratcher can net a top cash prize of $10,000. However, non-winning tickets may be entered into an online drawing with a top prize of an all-expenses-paid trip to a 2010 summer music festival; an additional 2,400 winners will win 100 music downloads.

California Lottery Director Joan Borucki said, “Our players have expressed great interest in music-themed prizes, and this game, coupled with our interactive Web site, will bring a new level of playing to our customers.”

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