Children’s television network Nickelodeon is partnering with Jive Records – home of teen pop sensations ‘N Sync, Backstreet Boys, and Britney Spears – to create Nick Records.
“Music plays a vibrant part in the lives of our audience,” said Albie Hecht, president of Nickelodeon’s film and entertainment departments. “We are excited to launch a record label that will once again put Nickelodeon in the leadership position in entertainment for kids and tweens.”
Cross-promotion will be a key theme for Nick Records; one of its artists, Nick Cannon, will star in his own series for the Nickelodeon network this fall, and recently was featured on the cable network in a concert special. Nickelodeon is also sponsoring the current tour of Jive artist Aaron Carter, whose sophomore album, “Oh Aaron,” is due Aug. 7.
In addition, Carter will also appear on the first release from Nick Records, the soundtrack to the Paramount Pictures/Nickelodeon Movies film “Jimmy Neutron: Boy Genius.” The soundtrack will be released Nov. 6.
Nickelodeon is not the first children’s entertainment company to start a record company. Disney already has its own label, Walt Disney Records, with teen artists such as singer Myra. The Disney Channel, however, has decided to scale back on the promotion of teen artists, ending its video and concert specials.