TORONTO – Blue Ant Media has ditched its music and lifestyle brand AUX in favour of a new millennial-targeted music initiative known as A.Side.
Launching this spring, A.Side will be a digital-first, multi-platform offering designed to spark and feed conversation with fans through digital publishing platform OntheASide.com, social media (Facebook/Snapchat @A.Side) and a national television network.
Blue Ant Media will oversee digital editorial and TV programming while Shed Creative Agency will manage sponsorships and branded content for all platforms, reads the news release. Universal Music Canada will co-develop original content via guest posts, social takeovers and live performances, for distribution across all of A.Side’s platforms.
“With A.Side, we are bringing music lovers everywhere access to trending news from across musical genres and artist-focused original content, all from a uniquely Canadian viewpoint,” said Blue Ant Media’s Canadian networks EVP Jamie Schouela, in the release. “We’re excited to have Universal Music Canada on board as a partner from launch and look forward to working with other labels to showcase today’s best music talent, allowing both artists and brands to connect with fans in innovative ways.”
A.Side TV, broadcasting in HD, will offer curated music videos plus cult-classic movies and their soundtracks, while OntheASide.com promises content from lifestyle articles to pop-culture essays, paired with original photography, video content and guest posts from emerging and established talent from across North America.
Skewing towards a core target audience of female millennials (A18-34), A.Side will offer marketers customized solutions to align their brands with a passionate group of music and pop-culture fans across its digital platforms and linear television. Sponsorship opportunities are also offered via A.Side’s short-form, social-first video and long-form content on A.Side TV.
