House of Blues: Leader of the bands

Friedman, Wayne
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p44
Trade Publication
This article reports on how performing-artist marketer House of Blues established its niche in the field of performing arts in the U.S. House of Blues started in July 1999 by acquiring the number 2 concert promoter, Universal Concerts, from Seagram Co. Harnessing the power of both, House of Blues is promoting artists with a live event and Internet-based marketing approach. The company's first full-scale integrated marketing effort started in August 1999 when it booked unsigned Great Britain-based 1980s rock band The Cult in its Los Angeles, California venue. The band sold out a series of seven dates and the move was credited in getting the band a deal with Atlantic Records. In October it is working to reestablish the progressive rock group Yes, and up-and-comer Blink 182 will get marketing support in November.


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