Madge earns millions from 'Hard Candy' ads

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London, Mar 30 : Madonna has proved that she is the most marketing savvy musician in the world by earning millions from her new album 'Hard Candy' - even before its release.

The singer has signed lucrative contracts with major companies including Vodafone, Unilever and Fuji, which will use her music to sell products from hairspray to mobile phones.

The deals have not only earned the pop star a fortune but they will ensure her album receives free global publicity following its release.

In the Vodafone deal, the network's customers have the opportunity to listen to Madonna's seven tracks one week before her album's worldwide release on April 28.

The singer's new track, '4 Minutes,' which features Justin Timberlake, is already being utilized in an advertisement for Unilever's Sunsilk hair care range, which is set to go global next month.

"It's not about upfront payments, it's about selling the product. She is a very smart businesswoman who wants to sell a lot of albums," the Telegraph quoted John Reid, the president of Warner Music Europe and vice-chairman of Warner Music International, Madonna's label, as saying.

"These companies want their customers to know about their links with Madonna. They are going to promote the deals and her music online and in extensive television, radio and press adverts.

"If it all goes to plan then there is no reason why other acts shouldn't strike similar deals," he added.

Although Madonna is not the first artist to make her work available to advertisers, other commercials have been used for advertisements only after they have been released.

Therefore, she has become the first one to launch an album on a mobile phone.

Claire Beale, the editor of Campaign, the advertising industry's trade paper said: "These deals prove that Madonna is the most marketing-savvy musician in the world. She's a case study of what great marketing is."

"Using advertisements to promote a new single in advance of its release is very shrewd indeed," Beale added.

ANI

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