The Persian Music Channel (PMC), one of the leading music video broadcasters in the Middle East, has signed an agreement to broadcast videos by artists signed to the UK independent record label, Aardvark Records. The broadcast deal features videos from the label’s popular artists such as Yahel (under license from FTP Music), EricM and Jeff Alford. This marks Aardvark’s official entry into the lucrative Middle Eastern youth market.
Launched in May 2003, the Dubai-based PMC provides a unique blend of Persian, Arabic and western music 24 hours a day to the Iranian youth market. PMC is the first free-to-air satellite channel that directly and dynamically responds to the current trends of the younger, trend-setting generation of Iran.
PMC’s cutting edge style has rapidly made it the most popular television channel in Iran. The channel, which is broadcast via Hotbird satellite, reaches more than eleven million homes across Iran, with viewership figures increasing every month. The network can be received in Europe, the Middle East, Russia, Central Asia, parts of northern Africa.
Aardvark Record’s Communications Director, Alex di Savoia, says, “We are thrilled to be offering our video catalogue to PMC and its customers. PMC has a proven platform for reaching the Middle Eastern youth market and music enthusiasts. We’re excited at the prospect of introducing our catalogue into a new marketplace.”
The PMC deal follows in quick success to a deal struck between i:amtv and Aardvark. The agreement with i:amtv will see all of Aardvark Record's videos available on television screens in Malaysia, Singapore, Indonesia, Thailand, Philippines, Japan, Korea, Hong Kong, China and Taiwan. It also increases Aardvark artists’ exposure and sales in Australia, New Zealand, UK, USA and Canada.
i-amtv is Asia’s first Asian-owned independent music channel. Short for Independent Asian Music TV, i-amtv offers a wide selection of music genres from pop to rock, punk to grunge and the full spectrum of dance/electronica. What sets i-amtv apart from other music channels is that it plays music from Asian artists alongside international artists. The service is aimed at a young discerning savvy music audience both inside and outside of Asia.
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The deal will also include the inclusion of Aardvark releases in the broadcaster's digital download, mobile download and ringtone sales platforms. i-amtv also promotes independent music on digital platforms. Through its B2B partner Wildwave, it has a wide distribution network including 3G phones, Joost, Apple ITMS, Sony PSP and Microsoft Zune as well as clients and partners like Vodafone, Apple, Telus, Setanta Media, Nokia and Cingular.
What prompted the label to approach music video broadcasters in some of the most challenging regions in the world for a western record label? A snub by MTV. Di Savoia says, “That snub by MTV made me think outside of the box. It lead to some great partnership between Aardvark and various online video broadcasting channels as well as some amazing video pools and regional traditional music video broadcasters. We have award wining videos and other broadcasters have only been too happy to air them.”
These recent developments expand Aardvark’s music video footprint from the Americas, Europe, Australia and New Zealand to now include the rest of the world. Pre-i:amtv and PMC television broadcasting exposure for Aardvark’s artists had been estimated at around 150 million viewers in early 2007. With the addition of PMC and i:amtv, it is now estimated that Aardvark videos will have a television reach of approximately 200 million.
About Aardvark Records
Aardvark Records is a subsidiary of the privately held Aardvark Music Ltd.
Established in 2001, Aardvark Records is one of the UK's most creative record labels with an international reach disproportionate to its small size. Its staunchly independent stance and pioneering spirit have produced a string of well-received releases worldwide, spanning a variety of music genres: dance, pop and rock. Its current hit-making writers and producers include: EricM, Zetan Spore, Thabani, Everett Young, Yahel and Jeff Alford.
Based in Penryn, Cornwall, Aardvark started life as a local record label handling a variety of Cornwall-based artists. It became a small national independent label in 2002 and has since grown into an international label with a network of in-house licensing agents and A&R spread around the globe.
Its directors bring a collective 25 years' music industry experience to the label.
For more information, please contact Alex di Savoia on 01326 213 706 or email: alex@aardvarkrecords.co.uk or visit www.aardvarkrecords.co.uk
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