Muzak, now part of Mood Media Corporation, helps John Varvatos Celebrate the Release of Urge Overkill's New Album Rock & Roll Submarine

NEW YORK, June 3, 2011 /PRNewswire/ - Muzak, Whitesmith Entertainment and fashion designer John Varvatos celebrated the release of Rock & Roll Submarine, the first new release in 16 years from alternative rock band Urge Overkill.  Nearly two decades after Exit the Dragon (Geffen) and their popular Pulp Fiction cover, "Girl, You'll Be A Woman Soon," founding members Nash Kato and Eddie Roeser have reformed the band that sold over 2.5 million albums and epitomized rock star personality in the early 90s.

The retail experience design team within Muzak, called Touch, helps retailers and retail brands evaluate, design, and implement sensory-marketing solutions. On behalf of contemporary high-end fashion client John Varvatos, and in partnership with Whitesmith Entertainment, the design team used social media to spread the word and build excitement leading up to the album launch.

The week before its May 10th release, the design team previewed Rock & Roll Submarine at Johnvarvatos.com, on the John Varvatos Facebook page and on JV's Funhouse, the Varvatos blog. The campaign culminated in an invitation only, live music event at the flagship boutique of high-fashion menswear designer John Varvatos in New York City's Bowery district at the former site of the famed CBGB music club.  

"Fashion and music unite Urge Overkill and John Varvatos," said Emily White of Whitesmith Entertainment.  "The collaboration was a no brainer for us. Urge brings a timeless rock-n-roll edge to John's amazing high-end men's fashion, resulting in a phenomenal event."

Tor Caracappa, Varvatos' Head of Visual, said "We exposed a ton of people to the real rock ethos of the John Varvatos brand, and gave them a memorable experience in the process."

Lorne Abony, CEO and Chairman of Mood Media said, "Creating strategic content partnerships like this is what we are all about.  In this instance, we were able to leverage our deep music industry relations and our knowledge of the John Varvatos brand to create a strategic relationship that was a win-win for all parties."

About Mood Media Corporation

Mood Media Corporation (TSX:MM/ LSE AIM:MM), named Canada's fastest growing company by PROFIT Magazine is a leading in-store media specialist that uses a mix of music, visual and scent media to help its clients communicate with consumers with a view to driving incremental sales at the point-of-purchase.

Operating through its two principal divisions; In-Store Media and Retail Point-of-Purchase, Mood Media Corporation works with over 470,000 commercial locations in over 40 countries throughout North America, Europe, Asia and Australia.

Through its subsidiaries Mood Media, Muzak, and Mood Entertainment, Mood Media Corporation's products and services reach 150 million people every day in a broad client base including more than 850 U.S. and international brands in diverse market sectors that include: retail, from fashion to financial services; hospitality, from hotels to health spas; and food retail, including restaurants, bars, quick-serve and fast casual dining.

About John Varvatos

Launched in 2000 with a collection of tailored clothing and sportswear, John Varvatos now represents an entire lifestyle that includes belts, bags, footwear, eyewear, luxury skincare and fragrances (including one for women), as well as the younger, edgier John Varvatos "USA Collection and Converse by John Varvatos", clothes for guys and girls.  The designer has been recognized three times by the CFDA with an American Fashion Award for New Menswear Designer (June 2000) and Menswear Designer of the Year (June 2001 and June 2005) and was honored as GQ's "Designer of the Year" in 2007.  The collection is distributed in freestanding John Varvatos boutiques across the US, as well as in better specialty stores throughout the world.  www.johnvarvatos.com

About Whitesmith Entertainment

Whitesmith Entertainment is a full-service talent management firm based in Los Angeles and New York, spanning the music, comedy, film, and TV industries. We take pride in working with artists who have a unique voice, style and meaning to their fans. Whitesmith balances a youthful edge while maintaining a deep knowledge within the fields of touring, merchandising, online marketing, social networking, branding, sponsorship, as well as physical and non-traditional content releases. Whitesmith Entertainment is available for outside consulting services in all areas of artist development, content releases, touring services, and online marketing.

SOURCE Mood Media Corporation

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