Coca-Cola Selects Paste Magazine for New Music Initiative
Ten artists/bands from each of four geographic areas/categories (US/Canada, Latin America, Europe, and Global) will be selected every month, and free music and coverage for each of these artists will be available at: www.Coke.com/music. In addition to the reviews and free songs, the web site will also feature two new podcasts each week from Paste DJs.
The European edition of the Coca-Cola/Paste podcast launched in August through iTunes®, as part of Coke and Apple’s new partnership and this alliance kicked off with live concerts in the UK, Germany, Austria and Switzerland.
“A big part of the Paste mission is to shine a light on artists that deserve the spotlight, particularly independent artists with abundant talent but no place in the mainstream radio wasteland. Coca-Cola has given us a wonderful platform to further this goal,” explains Paste President and Senior Editor Tim Regan-Porter.
“The partnership between Coca-Cola and Paste is a natural fit,” says TK, “The Coke Side of Life campaign is much along the lines of Paste’s tagline celebrating of ‘signs of life’ in music and culture. The Coca-Cola Global Independent Music Initiative presented by Paste will allow people from around the world to connect and share the most universal experiences - those that are simple, optimistic, refreshingly honest and uplifting.”
Paste magazine is one of the fastest growing independently published entertainment magazines in the country, recently named "Magazine of the Year" at the 2006 PLUG Independent Music Awards. Providing thoughtful analysis on the best in film, books and other aspects of popular (and alternative) culture, Paste is the premier magazine for people who still enjoy discovering new music, prize substance and songcraft over fads and manufactured attitude, and appreciate quality music in whatever genre it might inhabit. Now in their fifth year, Paste has grown quickly with international distribution in over 12 countries. Paste is available on newsstands all over the U.S. and Canada.