Asia’s Next Top Model and Guvera ink sponsorship deal

Guvera, a brand-funded music streaming service, has inked a deal with Asia’s Next Top Model (AsNTM), which airs on StarWorld.The partnership sees Guvera featured in AsNTM season 4, showcasing its expertise through curation of the runway music. Guvera has also launched a dedicated AsNTM brand channel on its app, where members can watch videos that feature their favorite AsNTM models and hear a stream of runway music from around the globe.“Music is an essential element in fashion and entertainment, which is why we are thrilled to have Guvera on board as a partner for Asia’s Next Top Model,” Kelly Jang, vice president of marketing & communications, FOX Networks Group Asia said.“Guvera’s platform is a great intersection between music and entertainment and our collaboration is the perfect opportunity to bring music, fashion and show fans together. The cross-promotional potential between our two brands is phenomenal, and we are excited that AsNTM fans now have this additional, fun destination to interact with the show,” Jang added.To further leverage the partnership with AsNTM, Guvera has partnered with Shazam to add a layer of interactivity to both its TV commercials and vignettes that air as part of their AsNTM sponsorship. Guvera’s ‘Shazamable’ TV commercial on the reality TV show will enable viewers to directly access the AsNTM brand channel on Guvera to either enter the AsNTM competition or download the app should they not already have it on their device.The Shazam-enabled TVC works the same way as the app recognises any other audio. Shazam creates an acoustic fingerprint of the audio and matches it against its back-end database within seconds. Once users Shazam the Guvera spots the app will automatically direct users to the AsNTM Guvera branded content.Moreover, fans across Southeast Asia can also participate in Guvera’s "Strut & Win" contest by sharing videos of their best runway walk.Recently appointed head of marketing for Guvera Asia,  Hazel Savage said:“We wanted to highlight the importance of music in places we don’t think twice about, such as the fashion industry. We are also excited to offer fans of AsNTM a destination on our app where they can access great content and everything they need to know about the show.”