The last time Tommy Hilfiger embraced music it was hip-hop and led to a drastic downturn after the label fell out of favor with the trendy but fickle audience. This time may be a little different as Hilfiger launches a joint website with SonyBMG called Tommy TV. TommyTV is set to feature live bands with interviews and backstage footage. Hilfiger will also expand the offerings going beyond the hip-hoppers that boosted his brand back in the last 90s. A majority of the acts will be new, undiscovered talent that have strong grassroots following. At the London premiere Parisian pop act “One-Two” graced the stage with a performance. Going forward Hilfiger hopes that TommyTV will actually be the catalyst behind breaking new musical acts. In an interview with Reuters Hilfiger stated that if they don’t break a new act it won’t necessarily be a failure but it is one of their underlying hopes as they bring this venture online.