They're with the band The Rock Angelz debut on the wings of some major pop forces.
By Kathleen Gutierrez
The Bratz ladies are already famous and fabulous, so it's no wonder they're ready to rock their way into megastar status with the introduction of Bratz Rock Angelz, a music ensemble with its first album set for release July 26.
The full-length CD will feature 13 tracks written and produced by some of the industry's most successful pop collaborators.
Andreas Carlsson and Jorgen Elofsson wrote the first single, "So Good," which already is receiving attention from stations nationwide. The duo had previous success writing for such pop sensations as Backstreet Boys, 'N Sync and Britney Spears, in addition to a host of other radio-friendly acts.
"We're gonna go top 40," MGA Entertainment president and CEO Isaac Larian says of Rock Angelz's target demographic. "The music we have done for this is so hot. We foresee (kids up to age) 17 playing the CD."
Matthew Gerard, who has written for Jessica Simpson and penned the hits "I Can't Wait" and "Why Not" for Hilary Duff, also wrote two of the soundtrack's songs. MGA and Universal are anticipating a warm reception from radio stations considering Gerard's track record, which also includes a co-writing credit (with Avril Lavigne) on Kelly Clarkson's "Breakaway."
"It's pop, but it's edgier," Universal Music Enterprises senior vp Patrick Lawrence says. "It's definitely more rock than the teen bands from six or eight years ago."
Laced with girl power, the songs are intended for a female audience, though the rock backdrop is a solid step up from "girl groups" of years past. "This is definitely more rock than the Spice Girls," Lawrence says.
MGA music director Deborah Siegel says the girls who give voice to the characters were hired overseas, working with Swedish A&R firm Engine. The more exacting task was selection of the songs, which Siegel devoted much attention to in conjunction with UME. "We went through every lyric to make sure the songs were Bratz appropriate and would mean something to girls when they heard them."
The first wave of music promotion was set to begin Sunday during Canada's MuchMusic Video Awards ceremony. The Rock Angelz hosted a backstage lounge, much as MGA did with its 2005 Grammy Awards British Invasion Lounge, which launched the Pretty-n-Punk doll line.
Advertising and radio airplay begin June 26, a full month before the album hits store shelves. Also included is a bonus track of "So Good" in Spanish.
The Rock Angelz dolls product launch follows a week later. Each doll comes packaged with a two-song mini-CD performed by that particular doll character. Also in August, a Rock Angelz promotion featuring karaoke contests will unfurl on MGA's official Web site (www.bratzpack.com).
An elaborate line of accessories (the Party Plane, a Recording Studio) and licensed product (CD cases, purses in the shape of guitars) will roll out in the third quarter.
"This is the biggest marketing campaign we've ever coordinated," Larian says of Rock Angelz. "Bratz is very unique. It appeals to kids ages 6-17. We have different segments for different age ranges, and the rock (aspect) will appeal to the core customer of 8-14 and 15."
Of Rock Angelz's target demographic, which grew up after the heyday of 'N Sync and Spears, Lawrence adds, "They deserve their own music."
If the album is a success, expect to see rock concerts "inspired by" the Rock Angelz but no specific live-action versions of the performers. "The characters are the characters," MGA vp public and media relations Dave Malacrida says. "We think the girls should keep a bit of mystery."
