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Stones Fill "Days" with "Love"
There's going to be some be banging going on next week on Days of Our Lives--courtesy of the Rolling Stones.
In the latest novel attempt to market their new disc, A Bigger Bang, the geriatric rockers are going to debut the video for "Streets of Love" on the NBC soap opera next Tuesday.
In addition, the song will also be used as the soundtrack for some Days scenes in weeks to come.
The Stones have been seeking to increase their visibility across several different demographic markets in support of A Bigger Bang.
To shore up their male fan base, Mick Jagger & Co. signed a deal with the NFL in August that allows the league to use Stones music during football game telecasts.
As part of the agreement, the group appeared on the league's Sept. 8 opening kickoff special prior to the New England Patriots vs. Oakland Raiders game. The clip featured footage from the band's Aug. 31 Detroit show.
But with A Bigger Bang tumbling from the upper echelon of the Billboard 200 since debuting at number three last month, Virgin Records is looking to boost sales. The disc has been something of a disappointment, moving fewer than 1 million copies so far.
"[With Days'] continued popularity as the number one daytime drama amongst women 18-34, the show was the perfect vehicle for promoting the Rolling Stones and their latest single," says Randy Miller, Virgin's executive vice president of marketing.
The young female audience is one Virgin and the Stones have yet to reach in large numbers.
Virgin execs are also hoping viewership increases on Days in the coming weeks, as the soap is set to celebrate its 40th year on the air.
"I can't imagine a more exciting way to celebrate the 40th landmark year of Days of our Lives than with the Rolling Stones," adds Sheraton Kalouria, senior vice president, NBC Daytime. "It is truly a reflection on the show's connection with pop culture and a testament to its continued popularity after 40 years on television."
The Rolling Stones aren't the only band utilizing creative marketing approaches to promote their music.
U2 may have started the trend of seeking out television music supervisors to offer exclusives this past November when they debuted tracks from their latest, How to Dismantle an Atomic Bomb on CSI. The band subsequently appeared on HBO's Entourage and was the focus of the entire Late Night with Conan O'Brien last Thursday.
Speaking of bombs, the Stones were forced to halt a Virginia concert mid-set last week after police received a phone threat.
After a 45-minute search failed to turn up any explosives, the Stones started up again and finished out the gig without incident.
The band continues its sold-out Bigger Bang tour this week with stops in Philadelphia Wednesday and Atlanta Saturday.
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