Making Entertainment: Macy’s, Inc.

Macy’s continues to garner attention for the future launch of a 10-episode documentary style series that will follow the lives of five young people who want to break into the music business. The series will premiere this fall and promotes the American Rag brand.

The Web series is part of a growing trend of marketing initiatives that blur the lines between advertising and entertainment.

It is being developed by MEC Entertainment, which is owned by WWP Group. The show is being cast with amateurs, contestants selected from 12 college campuses around the country.

The general concept is to dress the cast in American Rag clothing and feature some segments with the cast shopping for the clothing across the country. YouTube viewers will be able to purchase the clothing from the Macy’s site.

While Macy’s is interested in the viral potential of the series, RepNation, which provides a consumer powered media network, says it’s an acknowledgement that it’s more difficult to reach college students through traditional channels. What makes this an important footnote is that marketers and advertisers coming to the conclusion that what once was an online opportunity is fast becoming necessity.