Sony in from gay Wilderness

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TOPICS: Gay and lesbian market. Lesbian and gay marketing in the US. Global gay market. Lesbian and gay advertising and promotion in the US. New gay marketing and advertising campaign for Sony BMG music created for the US gay market by Wilderness Media and Viacom's Logo gay TV founder. Music with a Twist label launches in New York and across US gay market.

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It was announced today that Sony BMG music in the US are launching a new lesbian, gay, bi-sexual and trans gendered (LGBT) artists record label, Music with a TWIST. The initative is the brainchild of the founder of the Viacom MTV Networks channel, Logo - Matt Farber through his company, Wilderness Media and Entertainment.

The TWIST roster will feature LGBT artists who have mass appeal and hit potential across all musical genres. Also planned for the new imprint is a series of branded compilations geared toward the LGBT audience, as well as music fans everywhere. These compilations will feature hit songs by established artists that have been embraced by LGBT audiences, as well as tracks from emerging gay artists. The first of these compilations will be released in June 2006 during National Gay Pride Month.

According to Farber, “TWIST will be the label where artists can take pride in their orientation as well as their artistry. The increasing visibility of Gay America makes this the perfect time for this venture, which will provide valuable resources to LGBT artists and market their music to the mainstream as well.”

If TWIST takes off, and due to the increasingly global nature of gay marketing and the music industry, artists successful on TWIST can expect to see their work reach out from the US gay scene into a global gay market and "gay-adjacent" market.


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