Exemplifying the imaginative, multi-featured path it’s now possible – and imperative – for media to pursue, Exclaim! magazine, CBC Radio 3, Mint Records, HMV, Puma and Mazda are teaming up in an exceptionally sticky, youth-oriented initiative whose end result will be a concert tour and free CD giveaway.

The kickoff concept was an anniversary celebration for Exclaim!, the Toronto music publication that’s been promoting new music to Canadian fans with concert tours since 1991. ‘Past sponsors have included Jeep and Levi’s,’ says publisher Ian Danzig. ‘And this year we once again brought together organizations which are looking to target our readership.’

The magazine buddied up with Vancouver-based label Mint Records for an Oct. 9-22 concert tour dubbed the ‘Exclaim! Mint Road Show’ featuring Mint label artists The New Pornographers, Immaculate Machine and Novillero. Mazda then came on board with the ‘Mazda Start Up Band Search,’ an interactive microsite where bands can upload their music and fans can choose their favourites. Based on the results, three bands will be selected for opening slots at the Toronto, Montreal and Vancouver shows. Puma will outfit the bands and provide incentive items throughout the tour at the merchandise table.

While the tour is in progress, HMV will provide promotional signage highlighting the star bands, plus tour-related listening posts at all of its 113 retail outlets across Canada – giving away (for free!) 3,000 copies of the Mint/CBC CD.

CBC went all out, contributing 15 tracks of exclusive sessions they recorded with Mint artists in their Vancouver studios, including the bands on the upcoming tour. The resulting CD packaging promos the Exclaim! Mint Road Show tour and CBC Radio 3 will promote the tour through its podcast, terrestrial radio and Sirius satellite radio programs, plus have some of its personalities do the MCing. CBC will also be giving away Sirius satellite radios at each of the shows as well as providing them to the performers in a serious co-seeding effort.