Santa Monica, CA (March 31, 2005)–Lincoln-Mercury, in conjunction with Ten Music, has created Mercury Radio Online with three intriguing radio streams — “Magnetic,” “Seismic,” and “Kinetic”–that feature alternative artists exploring new realms of creativity.
Based on the company’s background in advertising and extended branding through music, Ten was sought out by the client’s agency, Wunderman/Y&R Detroit, to help concept and create an online music radio station. Ten Music has been retained as the “music programmer” of Mercury Radio Online, and, as the website attests, “This is music that journeys far and wide; painting and intermingling moods and emotions. Each radio stream focuses on a different music genre. Enjoy. New disoveries await you.”
“This project has opened new doors and new ways of thinking about the ‘music house model,'” said Ten owner/creative director Sarah Gavigan. “I love this project not only for the pure creative aspects, but for the blend of marketing and advertising for us. Ten Music as a company is charging brightly into new territory with our clients, and it’s a blast.”
The first three playlists are comprised of artists from the Ten Music roster, including Dabrye, Federico Aubele, and Broken Social Scene. Ten and Mercury plan to branch out, including music from Ten and outside artists in future installments.