Oxygen is breaking into song this summer, launching a new music initiative designed to introduce the network’s girl-power demo to a roster of emerging artists.
On Wednesday, July 15, the net flipped the switch on “Sounds Like Oxygen,” a multiplatform campaign featuring on-air vignettes and a standalone microsite. Among the first group of musicians profiled are: Atlantic Records recording artist Laura Izibor, Danish alternative duo The Asteroids Galaxy Tour and Los Angeles-based singer-songwriter Caitlin Crosby.
“Music is integral to our audiences’ life,” said Jason Klarman, Oxygen’s general manager, by way of announcing the initiative. “Delivering a curated music experience that allows them to discover new artists fits perfectly with our strategy to reimagine Oxygen as a multiplatform lifestyle brand.”
The 30-second on-air plugs offer a glimpse at each artist’s current videos––Izibor sings snippets of her single “From My Heart to Yours,” while Crosby bops along to her song “Still Have My Heart”––before directing Oxygen viewers to the microsite.
The Sounds Like Oxygen site features full-length music videos, as well as photo galleries, biographical material and interactive quizzes. Each month, a new batch of artists will be added to the mix.
“Oxygen has developed a really creative and unique place to hear about other new artists,” said Crosby. “As a musician, it’s so cool to be a part of this project and have exposure to the network’s audience.”
Crosby is a particularly apt pick for the Sounds Like Oxygen roster, as her work confronts many of the body-image/self-esteem issues that plague young women. (Among the tracks on her debut record Flawz are “Imperfect is the New Perfect” and “Don’t Play Me Hollow.”)
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