NEW YORK — Pantene’s third annual singer-songwriter search could reach a much broader audience this year, now that it has signed a deal giving it the ears of millions of teens to hear its message.
Pantene Pro-Voice, the nationwide talent search sponsored by Procter & Gamble, has partnered with MTV to support its quest for unsigned, female musical talent acts. As in the past two years, since Pro-Voice first began, the contest awards the female winner/winners with the opportunity to tour with an established artist, as well as a demo-recording contract with Atlantic Records, another Pantene Pro-Voice partner. Thanks to the MTV partnership, winners will also receive a trip to the 2003 MTV Video Music Awards and distribution of her/their winning song via the Pantene Pro-Voice CD, which will be created by MTV.
Last year’s contest attracted original music from 1,900 contestants across the country. But with MTV in the mix, many more contestants will likely pump up the competition. According to Jason LaBeach, MTV’s senior director for trade marketing, MTV’s promotional support for contest entry "will be driving contestants to [the Pantene Pro-Voice Web site]." The MTV-created promos begin airing late April.
LaBeach wouldn’t comment on how much MTV is spending to promote the contest, but he explained that "it’s more about [MTV’s] resources than about a dollar figure."
YM, Pantene’s 2003 magazine partner, will also help drive awareness of the program through a series of promotions and sweepstakes, which launched in the magazine’s April MTV issue.
Pantene, the industry’s largest hair care brand with more than $1 billion in sales, is also driving awareness of the contest. The brand is spending approximately $2 million, according to Seth Klughertz, Pantene’s assistant brand manager. A print campaign in magazines such as YM, Rolling Stone, Teen People and Seventeen is scheduled to run from now until July. Pantene is also promoting in-store events with four million shrink-wrapped download cards on specially marked packages of Pantene shampoo, beginning next week. The card, which is the size of a credit card, will be branded with the Pantene Pro-Voice logo and Web site address, and will give consumers exclusive online access to special offers, free music and Pantene Pro-Voice prizes.To enter, all applicants must be between the ages of 14 and 24. All are required to write and perform an original song; submit a written copy and recording of the song’s lyrics on tape, CD or MP3, and fill out and submit a completed contest submission form and a photograph between April 1 and May 31.
By August, three finalists will be chosen and flown to Manhattan to compete live in Central Park at the Pantene Pro-Voice Concert, which will also include performances by Vanessa Carlton, Tweet and Lucy Woodward. The winner will be chosen at the concert by a panel of music industry professionals.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
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“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia