Toots and Zap Team Up To Tap Consumer Brands For '05 Tour

Richard Branson's V2 Records has enlisted the services of Multimediary, a Los Angeles and Portland-based entertainment marketing company, to procure partners


TOPANGA, Calif., Sept. 1, 2004 (PRIMEZONE) -- V2 Records (, world-renowned entrepreneur Richard Branson's record label, has enlisted the services of Multimediary (, Los Angeles and Portland-based entertainment marketing company, to procure partners for the 2005 Toots and the Maytals with Zap Mama Tour US Tour. Thom King, President of Multimediary, said "We are really honored and excited to be able to work with V2 Records on this Toots and The Maytal Tour. It is an excellent addition to our other tours and shows in that it targets a real hard to reach demographic that the rest of our properties can't reach. I am sure we will have partners lining up to get involved."

The 20-City National Headline tour is scheduled to begin February 2005 extending through the end of March or early April. This is a large club level tour and will be routed through venues that hold 1000-2500. The tour will be supported through aggressive PR campaigns in each market provided by V2 Records, print and radio campaign provided by the concert promoter and promotions with contesting, and on-air interviews provided by the Multimediary, the tour promoter, artist management, and V2 Records.

The Toots and The Maytals ( with Zap Mama Tour targets a 20 to 30-ish underground college and urban hipster demographic audience of tastemakers and influencers of peer groups. King added, "This audience can be reached virtually nowhere else." Dan Cohen, Vice President of Marketing for V2 Records said. "The core market for this tour is 'trustafarians' -- those trust fund college kids who embrace reggae and world music as well as 'fashionistas.'" This demographic is projected to spend $165 Billion this year. According to a recent Multimediary in-house study, this target demographic will spend $8.5 billion on electronics and computer equipment, $30 billion on eating out and $13 billion on clothing.

Toots Hibbert is one of the true architects of reggae -- so much so that "Do the Reggay," a 1968 single by Toots and his group, the Maytals, is credited with giving the genre its name. Classic songs written and recorded by Toots and the Maytals have been covered by the likes of the Clash and the Specials, and the group was featured in reggae's greatest breakthrough event -- "The Harder They Come," the 1972 film that became an international sensation. The all-star guests on TRUE LOVE range from legends like Keith Richards, Eric Clapton, and Bonnie Raitt to younger stars including No Doubt, the Roots, and Phish's Trey Anastasio. The caliber of these collaborators reveals the impact that Toots has had on several generations of rockers.

 For more information, contact:

 Thomas J. King
 Phone: (310) 455.9870