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Red Stripe Promotes Its Music Awards with Last.com

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Red Stripe has signed a four-month deal with Last.fm to promote its Red Stripe Music Award (RSMA).

The agreement will see Last.fm’s 40 million users informed about RSMA, Red Stripe’s gig series and encouraged to visit the Jamacan lager’s website.

Activity will include a one-day homepage takeover and advertising on Last.com. The music discovery website will also feature the finalists of RSMA and brand the 27 country-wide gigs.

“This year we’re stepping up a gear with RSMA,” said Red Stripe brand manager Paul Brazier.

“The gig series has increased its status over the last three years and with our partnership with Last.fm we’re now taking it to the next stage. Digital activity is key to our target demographic.”

Miles Lewis at Last.com said: “Red Stripe and Last.fm live by a similar code, both supporting live music and championing new and emerging acts.”

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Sunday, August 20, 11:39 am

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