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THE MUSIC NEVER STOPS: CBA INKS MARKETING PACT WITH ATLANTIC
Published January 22, 1998
Atlantic Records and the CBA have formed a marketing partnership that calls for Atlantic artists to play at halftime during CBA games and to be included on a CBA/ Atlantic compilation CD sold at the games, according to Patrick Reilly of the WALL STREET JOURNAL. Only recordings by Atlantic artists will be played over the PA systems at CBA games, and Atlantic execs "will even play a part in hiring deejays for the arenas." Atlantic GM Ron Shapiro: "At a time when it is so fiercely competitive and expensive to get our artists known to the consumer, we are looking for any way to enhance their visibility to any consumer who is a potential record buyer." Reilly adds that the deal addresses Atlantic's "need to reach a young generation of music buyers with plenty of entertainment alternatives." Atlantic co-Chair Val Azzoli said another positive is the fact that the CBA "is located in smaller cities." Azzoli: "With this we are giving smaller markets the same kind of attention we give bigger cities. Remember, kids are buying music out there" (Pat Reilly, WALL STREET JOURNAL, 1/22).