Shazam, the mobile 2580 service that enables users to identify music, has linked up with DJ magazine in an editorial partnership.
The arrangement, originated and managed by Rocket,
shows the growing closeness between media agency and owner.
As well as tailored editorial about the brand, the deal includes a specially commissioned free CD covermount that has three hidden tracks. Readers are encouraged to use Shazam to identify the tracks via their mobiles.
David Ridings, planner at Rocket, said "This was one of our first pieces of communication to the inner audience and therefore it was very important that every element of the deal was on brand, so we had to be active in the whole process from the art direction to the track selection."
"DJ magazine was selected as it provided an invaluable opportunity to communicate to consumers and trade - vital for Shazam's future relationship with the music industry. From this deal we're able to create mini-events, of which one for the inner-trade has already happened."
Also as part of the deal, a competition element was included to drive trial of the service. Ridings added: "As the use of the service accrues revenue for Shazam, we've set this up, which is self-funding."
Shazam marketing director Vijay Solanki said: "At last - a planning agency that can actually deliver the goods.
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