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.'