MUMBAI: Music Choice today announced it has partnered with Established 1980 Inc. and will feature Grammy Award-winning songstress Estelle as the newest artist to appear in the multi-platform video and music network’s “Take Back Your Music” branding campaign, which highlights how today’s most compelling artists reclaim control of their music.
In tandem with the launch, an exclusive TBYM music video for Estelle’s new song “Something Good” will be launched worldwide. The video will appear exclusively on Music Choice On Demand starting September 23, 2014 and then will be available worldwide October 1, 2014.
The video will be available on Music Choice On Demand for viewing and be in rotation on MC’s Hip-Hop and R&B Music Channel. Estelle will also appear on You & A to debut the video herself. (Directional: Music Choice On Demand>Original Programs>Estelle You & A.
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Estelle stated: “It’s always exciting when a music brand like Music Choice truly embraces independent music and artists. It’s important that I am able to convey my new music to my fans in an organic fashion and not compromise my creativity and Music Choice allows me to do that. This partnership enables me to super-serve all of my Estelle Darlings that are true supporters. I can’t wait to share the ‘Something Good’ video with everyone. It’s one of my favorite tracks from my new album True Romance. It just has that warm, throwback vibe – you can’t help but feel happy when you hear it.”
The new TBYM spots featuring Estelle will run across all of Music Choice’s properties including MC On Demand, MC Music Channels, Music Choice Play, and MusicChoice.com, as well as off channel on several networks. The campaign was launched last summer and has featured some of the most in demand artists On Demand including Robin Thicke, 2 Chainz, Florida Georgia Line, and many more!
When Estelle first burst onto the scene in 2008 with the #1, double-platinum hit song “American Boy” featuring Kanye West, she quickly became an R&B sweetheart. Her first two studio albums released in the States, Shine and All Of Me, came soon after, earning Estelle both critical and pop success. Now, with her fourth studio album, True Romance, out November 4, 2014, via her own imprint Established 1980 Inc/BMG, Estelle will introduce a new chapter of her artistic and personal journey. The album is anchored by 4 themes – passion, courage, true romance and the bullshit. Showing a more personal side with this new collection of songs, Estelle lets go completely, and takes us along for the ride. The inspiration lead single “Conqueror” (video here) will be featured in the end credits of the Lionsgate/CodeBlack Films release Addicted, in theaters Oct 10. It stars Sharon Leal and Boris Kodjoe along with Tyson Beckford and Kat Graham and is based on the best-selling novel by Zane.
