TWEC.COM, GIGMANIA PUSH EACH OTHER’S BUTTONS

TWEC.com, the e-commerce destination of Trans World Entertainment, has launched a deal with live-music listing site Gigmania. TWEC.com will become the provider of CDs, videos and games for Gigmania, installing a "Get CD" button alongside artists’ tour information to facilitate impulse purchasing. Meanwhile, links on TWEC.com will lead users seeking tour dates back to—that’s right, Gigmania, where their clicks can buy them tix.

"As we continue to implement our unique clicks and bricks strategy, our partnership with Gigmania has enabled us to add an important live element to our comprehensive online music superstore," exhaled Trans World President/COO Michael Madden, adding, "What’s really scary is, I talk like this to my kids."

The promotion will be extended in Trans World’s stores—which are operated in 44 states and include Camelot Music, The Wall and Strawberries—and may include in-store ads and product giveaways. Boy, the music business sure is changing.