American fashion brand debuts its own digital radio

Tommy Hilfiger has partnered with THE HOURS ENTERTAINMENT and Goom Radio to launch its first worldwide digital radio in HD sound, available on its official website and Facebook page starting October 14.

LOUD radio was conceived to commemorate the launch of Tommy Hilfiger's new fragrances, LOUD for her and LOUD for him, debuting Spring 2011. The station will operate for only one year given its promotional element.

The unique digital radio station will be broadcast seven days a week and 24 hours a day by a team of professional programmers, DJs and on-air disc jockeys from the Goom Radio studios in France and the US. Expect to hear a variety of rock, pop and electro music from artists like the Ting Tings and Yeah Yeah Yeahs that channel the same vibe as the young and vibrant Tommy Hilfiger brand.

In addition to being streamed live on the Internet, LOUD radio will also be emitted on wave frequencies in 18 countries and 9 languages including French, English, German, Portuguese, Polish, Dutch and Chinese. What's more, online communities and fan bases will be able to share LOUD radio by embedding the player directly onto social networking sites.

LOUD radio is just one component of Tommy Hilfiger's massive fragrance campaign. The American designer had also asked Grammy-nominated band The Ting Ting Tings to write a signature tune to accompany the scent. The British indie pop duo produced the track "We're Not The Same" for the occasion. They will be headlining at a LOUD concert in Berlin on October 14 at 8 pm (local time). Subsequent concerts will take place this fall in Milan, Copenhagen and Madrid.

This isn't the first time an apparel company has used a digital radio station to promote its brand. Footwear company Converse, known for creating the hip Chuck Taylor All-Star Shoes, has also collaborated with Goom Radio. The Converse Radio station plays jams by alternative artists like Maps & Atlases, Kenna and Jane's Addiction.

(LL)

Tommy Hilfiger LOUD radio on official website: http://uk.tommy.com/Get-LOUD/getLoud,en_GB,pg.html#

Tommy Hilfiger LOUD radio on Facebook: http://www.facebook.com/#!/tommyhilfiger?v=app_11007063052

Converse Radio: http://www.goomradio.us/#page=/radio/converse-radio