Music and Fashion Brand Together for Hilfiger's 'TommyTV'

by Jarrett Martineau | April 16, 2008 at 11:57 am

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Branded entertainment is starting to get on my nerves. Musicians are hard up for cash as it is, but are they so desperate that they need to get in bed with the notoriously inauthentic Hilfiger, just to get their music heard?

Apparently so, as the nausea inducing "Hilfiger Sessions" have already enlisted Wyclef Jean and Kelly Rowland to participate.

I suppose this is just the next generation of bands and artists being 'sponsored' by clothing labels but, to me, it reeks of eau de faux.

U.S. fashion company Tommy Hilfiger and music group Sony BMG teamed up on Wednesday to launch a fashion and music online TV website, a latest sign of ever closer union of the world's of style and song.

TommyTV, at https://www.tommytv.com, will show live performance by established and new artists sponsored by Tommy Hilfiger alongside exclusive interviews and backstage footage.

Designer Tommy Hilfiger, dapper in a pin stripe suit and orange tie, said the site would also host the Hilfiger Auditions, an online competition where young artists can showcase their talent.

"These musicians otherwise would not have that opportunity in many cases," Hilfiger said at the launch in London which kicked off with a live act by Parisian pop duo "One-Two."