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).
