Jonas Brothers flying the kyte on Bebo

by Andrew Redfern @ 23rd June 2008 3:01 pm

Polydor Records Ltd, part of the Universal Music UK, has teamed up with global social media network Bebo, the UK’s most popular social network for 15-24 year olds, and Kyte, the leading platform for branded digital content production, distribution and user engagement, as the exclusive UK launch partners for the US hit sensations the Jonas Brothers.

The Jonas Brothers are already huge stars in the US where their debut, self-titled album has now sold over 1.2 million copies. Now they are bringing their high-energy pop punk sound to the UK and are returning to these shores this week after a hugely successful first UK tour supporting Avril Lavigne.

In an exclusive Bebo competition, UK fans are being given the chance to join the Jonas Brothers on a private open-top bus tour around London.

The winner will be joining the Jonas Brothers as they play a private acoustic session on the bus and the whole afternoon will be broadcast live via the Jonas Brothers’ Kyte channel on the Jonas Brothers’ Bebo profile. The competition will be supported by mail outs and mentions on their official site which will be driving fans to the Bebo profile (www.bebo.com/jonasbrothers).

The powerful Nokia N95 handset will be used as the sole filming device for this live broadcast. An exclusive version of the Jonas Brothers debut UK release is already available on the Nokia Music store, and the band’s debut UK performance was on the Nokia Green Room in June.

Today the Jonas Brothers will also be taking over Bebo’s UK homepage (www.bebo.com) for the day in a highly creative paid for promotion. The full re-skin and MPU takeover will make a huge impact on bebo.com visitors.

Hal Stokes, Bebo Head of Music said: “We’re really excited to have our first homepage takeover for a band, and one as cool as the Jonas Brothers. Bebo is the UK’s most engaging social network. Our users are spending their time watching their favourite music videos, listening to songs they like, discovering new artists and sharing those with their friends.

It’s great that music companies are beginning to recognise the value of peer to peer marketing on social networks.”
Paul Smernicki, Head of Digital, Polydor said: “We wanted to create some firsts in the Jonas Brothers’ campaign, so to deliver the first band Bebo homepage takeover and at the same time the first ever UK live broadcast with Kyte is really exciting.

We recognise the power of community and believe that this launch is harnessing that power to best effect. Bebo and Kyte’s enthusiasm for the band was also a key factor and this will hopefully be the first of many partnerships between Polydor and these partners.”

Daniel Graf, co-founder and CEO of Kyte said: “Congratulations to the Jonas Brothers and Bebo on this amazing campaign. We are honoured to have the Jonas Brothers using the Kyte Platform. This promotion demonstrates what Kyte is all about: enabling artists to engage with their fans wherever they are, whether it’s on a tour bus travelling around London, or behind the scenes in the studio.”

This promotion follows on from the recent announcement that Bebo and Universal Music UK are to produce an original production for Bebo called ‘The Secret World of Sam King’, a first between social network and music company, which revolves around a junior ‘facilities’ employee at Universal Music who secretly founds his own start-up label in the post room.

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