R&B singer Songz, fans take care of each other

NEW YORK (Billboard) - R&B singer Trey Songz has been known to pamper his fans.

To promote his new album, the Virginia native recently hosted a Ladies' Night promotional tour with radio stations in various cities in which participating fans dialed in for the chance to win a spa day with the 22-year-old singer.

The winners were flown to Miami, where "they got manicures, pedicures, massages and henna tattoos with my name on it," Songz says. "It gave me a chance to take time out of my day and chill with my fans."

The pampering seems to be working. His Atlantic Records album "Trey Day" debuted at No. 11 on the Billboard 200 last week after selling 73,000 copies, according to Nielsen SoundScan.

Atlantic Records product manager Dionne Harper says the ranking is a direct result of the label constantly making sure Songz remains connected with his audience. "It really makes the fans feel important and special," Harper says. "He takes the time out to really interact with them on a personal level."

In addition to the spa tour, Songz has filmed various webisodes where he is featured singing snippets of tracks off the album and chatting with admirers on the streets of New York. The marketing team behind the project has also created a widget with links to exclusive content and songs, downloadable from Songz' MySpace page.

"The way I go about my artistry is, I want my fans to have a connection to me," says Songz, who also recently recorded with Japanese singer Ai and a German hip-hop group to cater to his international fan base. "It's definitely a good feeling for me to associate with my fans and for them to get a feel for me."

Reuters/Hollywood Reporter

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