PARIS — Paco Rabanne Parfums’ recent branded entertainment venture involves hooking up with French music Web site La Blogotheque for a yearlong search for up-and-coming music talent worldwide. The Puig-owned fragrance brand is also using the platform to promote its Black XS scents.
This story first appeared in the May 12, 2010 issue of WWD. Subscribe Today.
The tie-in involves staging “Take Away Shows” featuring handpicked artists performing surprise acoustic numbers in public settings, such as on the street or in subways. The tour, which recently landed in Japan and Turkey, was kicked off in February in Paris with a concert featuring local bands Gush and Toy Fight. It will come full circle to conclude in France at yearend, hitting Spain, Canada, England, Argentina, Mexico and Chile along the way.
Videos of the performances can be viewed online on the Black XS Live Sound site, blogotheque.net, and through Facebook, at facebook.com/bxslivesound. Additionally, Black XS Live Sound is hosting various contests, which offer prizes such as a spot on the tour, airplane tickets, iPods and Black XS fragrances. The men’s version was introduced in 2005, while the women’s came out in 2007, both targeting the 18- to 25-year-old “rock ’n’ roll bad boy” and “rebel princess” demographics.