Hot Topic Branded Music Podcasts And Web Radio Take Licensed Business Entertainment To New Level

Specialty retailer Hot Topic, Inc. (Nasdaq: HOTT) has successfully taken its branded music experience outside of the store environment and into iPods and online communities.

PlayNetwork Inc., the leading provider of integrated media experiences for business, announced at the GlobalShop 2007 expo at the Sands Expo an innovative and highly branded music-oriented experience via portable media devices and the Internet. Hot Topic has teamed up with PlayNetwork to license and distribute branded music compilations via an innovative and highly branded Hot Topic Podcast series and a streaming music channel for online shoppers dubbed HT Radio.

"PlayNetwork has been an excellent partner in helping us reach out to our customers," said Bryan Elliott, in Hot Topic's Music Business Development Department. "We have worked with PlayNetwork to customize the music we play in our stores for some time, which has proven to be a very positive among Hot Topic employees and customers. With podcasts and HT Radio, we’re taking our branded music even further with customers who are mobile, spend a good deal of time on the Internet, and are very choosy about the music that appeals to their lifestyle interests."

Three episodes of the Hot Topic Podcast series are currently available at iTunes® (www.itunes.com) and have led to thousands of listening subscriber downloads within just weeks of being posted, due mostly to word-of-mouth among teenagers that make up the target audience.

Hot Topic's Web Radio feature on its web site (www.hottopic.com) attracts hundreds to thousands of listeners daily as online browsers activate the customized media stream and, in many cases, keep the music playing long after their shopping is done.

"PlayNetwork is excited to have Hot Topic as a launch partner for our Branded Podcasting services," said PlayNetwork's Senior VP, Promotional Services, David Brewster. "Close, creative collaboration between Hot Topic and PlayNetwork has resulted in strong brand-specific music programming in Hot Topic stores and through the online Hot Topic experience."

Hot Topic is a growing mall-based specialty retailer whose target customers are young men and women between the ages of 12 and 22. Its customers are passionate about rock music, pop culture and music-inspired fashion. The branding initiatives PlayNetwork has helped develop for Hot Topic enable those customers to experience the energy of Hot Topic stores when online with web-based radio or anytime with podcast episodes.

PlayNetwork has gone beyond traditional background music services for business by licensing music for new, unique branding efforts. Hot Topic’s success extending a branded influence outside of its stores is echoed by an increasing interest among fashion retailers, restaurants, heath clubs, and other businesses looking to creatively promote their business with compelling music in new formats and lifestyle scenarios.

"Epitaph is an independent label, so we work to be savvy marketers; it is much easier for us to be flexible and embrace emerging technologies," said Matt McGreevy, Head of New Media and Internet Marketing for Epitaph Records, Inc. "We believe that however people are going to find new music is a space we want to be aware of and involved in. If consumers are going to turn to podcasting as trends in cast they are, we want to intelligent and work to embrace this application of technology."

Included with the music is a Hot Topic spokesperson's narration that provides additional information on Hot Topic, music artists and their featured music. PlayNetwork-produced podcasts can also include special product and merchandise tie-ins to enable brands to market their business.

"We felt that working with PlayNetwork on this podcast was a natural extension of a very positive collaborative effort," said Elloitt. "We are optimistic and look forward to great results."

About PlayNetwork

PlayNetwork Inc. is an integrated media services leader for worldwide business. PlayNetwork provides branded video (digital signage), audio (music and messaging), promotional media, quality audio/video systems, and professional services that deliver compelling experiences for retail, hospitality, health and fitness, retail banking and other businesses. Established in 1996, Redmond, Washington, based PlayNetwork services leading national brands such as: Abercrombie & Fitch, Brinker International, Chico's, CompUSA, Diesel, Hot Topic, Houlihan’s, Petco Animal Supplies, Starbucks Coffee Company, TGI Friday's and The Finish Line. More information is available at www.playnetwork.com.

About Hot Topic Inc.

Hot Topic, Inc. is a national mall-based specialty retailer. Hot Topic offers apparel, accessories and gifts to young men and women principally between the ages of 12 and 22. Torrid, the company’s second concept, provides plus-size fashion-forward apparel and accessories that target young women principally between the ages of 15 and 29. As of March 3, 2007 the company operated 694 Hot Topic stores in all 50 states and Puerto Rico, 131 Torrid stores, and Internet stores www.hottopic.com and www.torrid.com.

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