The Spice Girls have inked a deal with US lingerie chain Victoria’s Secret ahead of their reunion tour, which will make Victoria’s Secret the only outlet to sell the physical release of the greatest hits CD.
This exclusivity will prevent actual music shops from selling the CD, although the album will be available through a number of digital channels.
Apparantly the b(r)and is pursuing a strategy of striking regional sponsorship/partnership deals, in an effort to avoid accusations of brand overkill. But to be honest, I don’t think people will be bothered by a large number of commerical agreements now - the band is so obviously about the fame/money that they are not considered a ‘credible’ real band anymore, more of a guilty pleasure.
But it’s a very good strategy for raking in the bucks - now they can strike several telecom’s deals instead of one or two, and the same for several other categories where some brands are much stronger in just one or two regions.
It’s also food for thought, and maybe stronger evidence, that CD sales are almost an irrelevance as more and more such deals are struck (Paul McCartney and Starbucks). So perhaps Victoria’s Secret paid more than projected combined CD sales from retail.