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TBS Partners with Def Jam Recordings to Promote Tyler Perry’s HOUSE OF PAYNE

By on May 23, 2008

TBS, television’s #1 comedy network, has partnered with Def Jam Recordings and Grammy-nominated singer Chrisette Michele for a promotional campaign designed to tout new episodes of the highly rated sitcom Tyler Perry’s HOUSE OF PAYNE. As the centerpiece of the campaign, Michele has recorded a new, original song entitled “I Gotta Love Jones” for HOUSE OF PAYNE, which will be featured in on-air spots and other promotional elements. Four new episodes of Tyler Perry’s HOUSE OF PAYNE are slated to air back-to-back Wednesday, June 4, at 9 p.m. (ET/PT).

“During the NBA All-Star game in February, we had a lot of fun and a lot of success using popular music to tap into viewers’ love of both basketball and Tyler Perry’s HOUSE OF PAYNE. Now we’re taking things a step further with a custom song from Grammy-nominated R&B artist Chrisette Michelle of Def Jam Recordings,” said Vicky Free, vice president of entertainment marketing for TNT, TBS and TCM’s Emerging Marketing and Partnerships business unit. “This campaign and the new song ‘I Gotta Love Jones’ for HOUSE OF PAYNE allows us to reach viewers just as they are ‘jonesing’ for summertime, family reunions and barbeques. Like Tyler Perry’s HOUSE OF PAYNE itself, the campaign celebrates family fun, love and the crazy times to be had when a family of characters gets together.”

Central to the campaign is a :60 music video that features LaVan Davis, Cassi Davis, Lance Gross, Larramie Doc Shaw dancing along with Michele on “I Gotta Love Jones.” Also featured will be a 2:30 piece on the making of the music video to be shown in Regal Cinemas around the country. Additional versions of the song will be featured in shorter on-air spots and on radio, while the full video will be made available online at tbs.com and http://www.defjam.com, as well as on Michele’s MySpace page. TV spots are slated to begin airing May 22. Other elements will kick off in early June. Additionally, Michele will join the cast of HOUSE OF PAYNE at the 2008 Essence Music Festival for a special performance.

(pictured: Writer/producer/director Tyler Perry arrives at the premiere of Lionsgate’s ‘Tyler Perry’s Meet The Browns’ at the Cinerama Dome Theater on March 13, 2008 in Los Angeles, California….Photo by Kevin Winter/Getty Images)

SOURCE TBS

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