New site is first step by MSG Entertainment to expand brand

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MSG Entertainment is setting out to show that the Rockettes aren’t just for Christmas anymore.

Company behind the Radio City Rockettes and the long-running Christmas Spectacular has launched a behind-the-scenes website, Rockettes.com, that is the initial move in a long-range plan to expand the Rockettes brand.

Rockettes.com is really our first step in going beyond the Christmas show and the holiday season, into the rest of the year,” said Jamie Cygielman, senior VP of Rockettes, MSG Entertainment.

Cygielman said the org is planning a brand expansion that will likely continue with partnerships in the cosmetics, fashion, beauty and health industries. Entertainment content, not specific to Christmas, also is being considered.

Website, aimed at fans of the hoofer troupe, offers video vignettes, photos, and other content that details the life of a Rockette and what it takes to become one.

Site’s launch this week is timed to auditions for the Rockettes’ national company of around 200, to be held Thursday in Gotham and May 3 in L.A.

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