Emap Performance recruits Mother for Kerrang! TV task

Emap Performance is attempting to capitalise on the current

popularity of heavy metal music with the appointment of Mother to its

Kerrang! TV account.

The agency was awarded the business to launch a television version of

the rock title without a pitch. The channel airs on Sky Digital.

Kerrang! magazine has enjoyed a boom in popularity. Recent ABC figures

for the title highlight the popularity of the heavy metal genre. Its

circulation grew 11.6 per cent year on year. Emap Performance has also

recently launched a glossy monthly called Kingsize, which focuses on

nu-metal, hip hop and rap.

Kerrang! TV will differ from Kiss TV and QTV, which Mother launched last

year, by targeting this growing youth trend for hard-edged music. Media

planning and buying on the business will be handled by Rocket.

Emap Performance's head of youth marketing, Russell Jones, said:

'Launching Kerrang! TV was not only the next logical step in Emap's

growing ambition to dominate in all sectors of music, but it was also

necessary in fuelling the growing demand for this type of music.'

Andy Bellass at Mother added: 'Kerrang! TV gives us a great opportunity

to create work for what is currently one of the only brands that is

truly harnessing the growing cultural anarchy in youth.'

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