BCBG | Maxrave and New Music Discovery

What do you do when you aren’t selling your product in traditional outlets? You look for new outlets. And that is exactly what is happening with some new bands and the Maxrave retail outlet.

Maxrave is a subsidiary of BCBG Max Azria that caters to women aged 16-24. Maxrave has over 280 stores in the USA.

And for bands, with competition increasing daily, there needs to be a way for the artists to get their music to the right demographic. What better way than to have music playing to a semi-captive audience? Here you have a store full of teenage/college girls. If your music fits this demographic, this is really a great avenue to pursue.

Maxrave will be working with artists such as Cassette Kids, Maiysha, TeeJay, and Mike Posner. When Maxrave customers buy something at the store, they will be given a card that provides access to music download playlists at this website. Clients then have access to download tracks by these artists that they will also hear in-store.

Mitch Towbin, executive director at Blue Maze, had this to say about the initiative:

“We basically worked with the client to analyze their in-store and online demographic and to determine what type of songs would reflect the musical tastes of their core audience. A lot of these artists are just starting to get radio play so they are fresh and can add some trajectory to the lifespan of this initiative.”

Great job by BCBG and the artists involved in this initiative.

Stay tuned,
Erik
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