HMV’s tie-up with Mama to yield branding work

HMV’s tie-up with live music operator Mama looks set to yield branding work, as venues are renamed to reflect the deal, announced yesterday.

A spokesman for HMV says that venue facias and signage will need to be developed in line with the changes.

‘The new brand will need to be reflected throughout facia, signage and collateral,’ the spokesman says.

Under the £18.25m deal, HMV has been given branding rights to Mama’s 11-strong venue network, which includes the Hammersmith Apollo, the Edinburgh Picture House and Birmingham Institute, as well as a 50 per cent stake.

Venues will be renamed under the HMV banner, with the Hammersmith Apollo, for example, becoming the HMV Apollo.

The spokesman says that ‘modification of the venue interiors’ is also likely, though this has yet to be decided.

Any design work arising from the deal is likely to go to HMV’s or Mama’s preferred consultancies, according to the spokesman, though decisions have yet to be made.

Venture Three is the music retailer’s ‘most prominent’ branding consultancy, according to the spokesman.

HMV is also looking to purchase 14 stores from rival Zavvi, which fell into administration last month, according to reports.

The music and books retailer announced ‘solid’ trading figures for the Christmas period, with sales at Waterstone’s rising 0.5 per cent, while like-for-like sales at HMV were up 3 per cent.

Analysts predict the company will generate full-year profits of around £58m.