Audi in CD mailer through musical branding agency

LONDON - Audi is linking its brand to music in a mailing to 100,000 people, through a company set up to marry brands with tracks.

Affinity Music has been set up by former Audi board account director at BBH Simon Binns and Gordon Biggins, former general manager at EMI Chrysalis. BBH has a 40% stake in the company.

The CD, which promotes Audi's A3 luxury hatchback, features 10 tracks from a variety of artists to appeal to the model's target of young professionals. It also offers information on the A3.

Affinity, which has existed since last year but officially launched this week, is in talks with a number of brands, including two mobile phone companies, about producing 3G musical content.

Last year the Affinity team worked on a project for Audi involving an Audi-branded Jimi Hendrix compilation CD in collaboration with Universal Music.

Launched after BBH created a TV ad for the Audi TT featuring Hendrix's music, it sold more than 160,000 copies.

Binns said: "Affinity marries brands and artists in a mutually beneficial way. It will enable brands to talk to any of the big five and 3000 independent music labels."

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