Radio partnership will provide a Swift boost
The odds that a famous genre-busting pop star will have success releasing a new album have been greatly enhanced via a deal that brings in a major radio network, its affiliated stations and a major advertiser.
The star is Country-CHR crosser Taylor Swift; the networks is iHeartMedia’s Premiere, specifically its CHR offering; and the sponsor is Coca Cola.
“In our new ‘Get A Taste’ campaign, Diet Coke is showing fans how the delicious taste of Diet Coke can make their worlds a bit brighter. Now, we’re bringing that idea to life for Taylor fans by offering them a taste of her new album in this first-of-its-kind iHeartMedia radio takeover,” said Rafael Acevedo, Group Director, Coca-Cola Trademark, Coca-Cola North America. “We hope Diet Coke and Taylor fans will enjoy celebrating the launch of 1989 and getting a taste of Taylor’s new music with us.”
“We are huge supporters of Taylor Swift and we are thrilled to be a cornerstone in launching her new album 1989. iHeartMedia has the natural ability to connect with fans in meaningful ways through our robust assets and powerful franchise of station brands and on-air personalities,” said Darren Davis, President of iHeartRadio and iHeartMedia Networks. “We are excited to join forces with Diet Coke to produce a Taylor Swift takeover event on the top Premiere-syndicated CHR programs heard across the country and on iHeartRadio, reaching millions of music fans to celebrate the incredible talent of Taylor.”