Marketers are partnering with music artists and their labels in a changing marketing model that fuses brand promotion and entertainment. Unilever struck a branded entertainment deal with Warner Bros. Records and its artist Ashley Tisdale for a Degree Girl brand deodorant promotion aimed at tweens. Brad Gelfond, VP-brand partnerships and asset development at Warner Bros. Records, said: "We know that with both Gen X and Gen Y consumers, music is their No. 1 passion point. But we also know that they don't always want to buy it."

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