As part of a new business model Island Def Jam is putting ads in the CD booklet for Mariah Carey’s upcoming album.
Billboard.com reports that label is working with Elle to create a mini-magazine that’s all about Mimi for Memoirs of an Imperfect. Aside from the usual liner notes and lyrics, the 34-page booklet will be filled out with lifestyle ads from vendors like Elizabeth Arden, Angel Champagne, Carmen Steffans and the Bahamas Board of Tourism.
And the publication will feature articles about Mariah, boasting titles like “VIP Access to Her Sexy Love Life” and “Recording Rituals.”
But you don’t have to physically by Memoirs of an Imperfect Angel to get your hands on a copy of Mimi’s mini-mag. There will also be a digital version for fans who buy the album online, and Elle will have an abridged version of the publication (minus all the CD centric stuff) as an insert in their October issue.
"The idea was really simple thinking: ‘We sell millions of records, so you should advertise with us,’" said Island Def Jam chairman L.A. Reid. "My artists have substantial circulation-when you sell 2 million, 5 million, 8 million, that’s a lot of eyeballs. Most magazines aren’t as successful as those records."
Reportedly, Mariah was receptive to the idea because the brands really reflected her lifestyle and tastes. If this test run works out, then Island Def Jam will make similar publications for Rihanna and Kanye West.
And, to promote the album itself, Mariah performed her lead single “Obsessed” on “America’s Got Talent.”
– Sonya Eskridge