My Closet Addiction to The Hills
I was going to start my next BLOG about a more relevant TV topic for our new website (Mad Men). But then, just like just about every other Monday night at 10pm I found myself watching The Hills with my wife. I tell myself (& my wife & my friends) that I suffer through this as part of a spousal trade-off for my addiction to Entourage. But to be totally honest, I don't think I have missed an episode. Is it my need to try and hang on to my youth, the hot girls or just the cheesy scripted reality of it all? After thinking about it more, I believe it is the 'cultural-cool' factor and the pure marketing genius of it all – or it is my hate for Spencer – one or the other.
When you think about it from a marketing standpoint, it really is brilliant, a fantastic example of marketing content integration. It has become the launching pad for countless Indie bands, fashion labels (including Lauren Conrad's), restaurants in LA and has elevated the once tired Roosevelt Hotel to a whole new level of cool. For example in tonight's riveting episode, The White Tie Affair debuted their new album at a party at the Roosevelt. You can't buy this kind of publicity (or can you?). Nevertheless, I have discovered more than one of my favourite new indie acts on this show. And, thanks to MTV's new ticker tape announcing the artists 'now-playing' it is so easy to find these bands. Additionally, MTV, now offers a dedicated portion of their site that integrates music from their shows and seamlessly links you to itunes or amazon to buy the music on demand – brilliant!
My wife has clients that have arranged for group girl trips to LA for 'The Hills' vacation, staying at the Roosevelt, hanging buy the pool and going to some of the coolest clubs in LA right now. I couldn't believe it, but it's true....and makes perfect sense – what a great way to live like a celebrity or should I say, a reality star? (Based on the copies of People, Star, Okay Magazine etc lying around my house, I think it is safe to call The cast of The Hills flat out celebs – that are making a pretty good living by-the-way – LC makes $75K per episode), not bad, not bad at all. Anyways, I digress....back to the coolest clubs/restaurants in LA (most of which) that are 'featured on the show'. If you watch the show, you will recognize these names > Area, S-Bar & Hyde. All of which are owned by SBE Entertainment which includes, you guessed it, Bolthouse Productions (ring a bell?). And, last season, a whole episode was dedicated to the Sahara development in Vegas also owned by SBE (coincidence?). These are things that make you go Hmmmmmmmmmmm. The integration is seamless and brilliant.
But I am sure, as the drama unfolds, I (like millions of others) will continue to tune in. After all, it is just too cool (and great marketing).
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