SBD/22/Sponsorships Advertising Marketing

THE MUSIC NEVER STOPS: CBA INKS MARKETING PACT WITH ATLANTIC

          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).

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