17 North Parade, the VP Records reggae label imprint leading the preservation and promotion of reggae music’s deep catalog, is pleased to announce a strategic marketing partnership with the leading music collector publication Wax Poetics magazine, and the top headwear designer and manufacturer New Era Cap, to celebrate its upcoming commemorative release, Reggae Anthology: Randy’s 50th Anniversary. The relationship is a first in reggae music, and is an innovative one-two-three approach crossing retail, media and entertainment boundaries, which each party expects to be extremely well received by consumers. Randy’s 50th Anniversary will be released October 28, 2008.
For the partnerships, 17 North Parade commissioned VP’s reggae street wear brand Riddim Driven to design 200 limited edition New Era 59FIFTY fitted caps, which will be offered with the album in a special 50th Anniversary bundle available at New Era flagship stores in New York and Toronto. A similar package will also be offered as part of a cross promotional partnership with Wax Poetics targeting high-end street wear and lifestyle boutiques. In addition, special Randy’s 50th Anniversary release events are being planned for Los Angeles, San Francisco, New York, Toronto and London.
“This partnership gives New Era an opportunity to reach an audience outside of its norm. This is our first time working with a reggae label and a brand new concept as far as bundling a cap with a CD,” says Jennifer Yu, Entertainment Marketing Manager, New Era. “17 North Parade has a tremendous reputation in the industry and we’re excited to see how this partnership unfolds.”
“New Era and Wax Poetics are both innovative and reputable brands to make this more than a promotion but an experience,” states VP Product Manager Chris Goins.  “This opportunity allows us to venture beyond traditional music retail and connect with the lifestyle of a key consumer audience.”
Celebrating 50 years in the business on a 2 CD/DVD collection, Reggae Anthology: Randy’s 50th Anniversary brings together 50 of the studio’s greatest productions organized by era and features musical icons like Bob Marley and The Wailers, Peter Tosh, Toots & The Maytals, The Skatalites and Dennis Brown. Randy’s was the leading reggae record shop, label and studio in Kingston, Jamaica during the ‘60s, ‘70s and early ‘80s and eventually evolved into