17 North Parade, the VP Records reggae label imprint leading the preservation and promotion of reggae music’s deep catalog, is pleased to announce a strategic marketing partnership with the leading music collector publication Wax Poetics Magazine, and the top headwear designer and manufacturer New Era Cap, to celebrate its upcoming commemorative release, Reggae Anthology: Randy’s 50th Anniversary. The relationship is a first in reggae music, and is an innovative one-two-three approach crossing retail, media and entertainment boundaries, which each party expects to be extremely well received by consumers. Randy’s 50th Anniversary will be released October 28, 2008.
For the partnerships, 17 North Parade commissioned VP’s reggae street wear brand Riddim Driven to design 200 limited edition New Era 59FIFTY fitted caps, which will be offered with the album in a special 50th Anniversary bundle available at New Era flagship stores in New York and Toronto. A similar package will also be offered as part of a cross promotional partnership with Wax Poetics targeting high-end street wear and lifestyle boutiques. In addition, special Randy’s 50th Anniversary release events are being planned for Los Angeles, San Francisco, New York, Toronto and London.
"This partnership gives New Era an opportunity to reach an audience outside of its norm. This is our first time working with a reggae label and a brand new concept as far as bundling a cap with a CD," says Jennifer Yu, Entertainment Marketing Manager, New Era. "17 North Parade has a tremendous reputation in the industry and we’re excited to see how this partnership unfolds."
"New Era and Wax Poetics are both innovative and reputable brands to make this more than a promotion but an experience," states VP Product Manager Chris Goins. "This opportunity allows us to venture beyond traditional music retail and connect with the lifestyle of a key consumer audience."
Celebrating 50 years in the business on a 2 CD/DVD collection, Reggae Anthology: Randy’s 50th Anniversary brings together 50 of the studio’s greatest productions organized by era and features musical icons like Bob Marley and The Wailers, Peter Tosh, Toots & The Maytals, The Skatalites and Dennis Brown. Randy’s was the leading reggae record shop, label and studio in Kingston, Jamaica during the 1960s, 70s and early 80’s and eventually evolved into VP Records, the world’s largest reggae label- and parent company to 17 North Parade- as well as Riddim Driven Clothing, reggae’s premier lifestyle brand. With extended liner notes from esteemed historians Steve Barrow and David Katz and a complementary 40-minute DVD loaded with interviews, Randy’s 50th Anniversary provides an in-depth audio/visual experience on the birth of reggae during what is arguably its most creative period.
17 NORTH PARADE
Launched in 2007 by VP Records, the 17 North Parade imprint pays homage to the historic location of Randy’s Record Mart, Jamaica’s premiere recording studio/record shop and mecca for reggae music between the late 60’s and 70’s. 17 North Parade is dedicated to preserving and reintroducing the recordings of the Caribbean’s most influential musical pioneers.
Debuting in December 2001, Brooklyn-born Wax Poetics Magazine hit newsstands with a new vision for music journalism. The Wax Poetics makes musical anthropologists out of average music listeners. In recent years, Wax Poetics has expanded its editorial vision past the magazine and across books, records and their digital music download site.
New Era Cap Company Inc., the largest and fastest growing headwear manufacturer in the United States, has an 87-year-old tradition of creating quality products that transcend time, culture, sport and fashion. Although New Era is rooted sports heritage as the official on-field cap of Major League Baseball, they have evolved into a brand that can be seen on the runways of Paris during Fashion Week and in hundreds of music videos on MTV. New Era is seen as an iconic brand that celebrities, entertainers, musicians and athletes are seen wearing today.
VP Records Publicity
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