Bravo’s quartet of November premieres will include a cross-promotion deal with Spotify, which lands its first TV-focused partnership in the United States with this initiative. Spotify users will be pitched playlists for Bravo’s The Real Housewives of Atlanta, The Real Housewives of Beverly Hills (“Mother’s Little Helper,” anyone?), Vanderpump Rules and Thicker Than Water in the coming weeks.
The playlists will appear on the cable channel’s Spotify page and will be embedded within each respective show page on BravoTV.com. Ads during the episodes will point to the lists of tunes, while Bravo and Spotify will team up to work real-time Twitter conversations with fans during the TV programs.
The playlists will be updated weekly by a deejay to reflect the developing themes of the episodes, such as romantic break-ups, make-ups and celebrations, per the companies’ announcement today. The songs will be available via Spotify’s mobile and desktop apps.
“Incorporating music allows us another creative dimension for engaging fans with our content beyond the screen and feeds our passionate fans the extra content they crave around their favorite Bravo shows,” said Ellen Stone, evp of marketing for Bravo and Oxygen Media.
Sweden-based Spotify has inked similar agreements with television companies in the Nordics, according to a spokesperson.
Source: Adweek.com, 11/11/13
