Forplay™ Inc. Launches Music Venture

Los Angeles, California (PRWeb) February 22, 2007 -- Forplay™ Inc., a leading designer and manufacturer of ultra-sexy women's lifestyle fashion and apparel (www.forplayonline.com); and Water Music Records™, a leading dance and chill-out record label distributed by the Universal Music Group™ (www.watermusicrecords.com), today announce a joint-venture to produce Forplay™ branded music for worldwide distribution. The announcement was made today by Houman Salem, the CEO of Forplay™ and Brad Pressman, the President of L.A.-based Water Music Records™.

Under the terms of this multi-year agreement, Forplay ™ and Water Music Records™ will produce, market, and distribute two separate collections of Forplay™ branded CDs simultaneously. The first collection titled "Club Forplay" will feature a compilation of all dance music, while the second collection titled "The Forplay Sessions" will feature tracks of down-tempo, lounge, and chill-out genres of music.

"Combining music with our particular style of fashion is an essential component of our global brand strategy," commented Salem. "Music adds a third dimension to Forplay™ by giving it a voice and personality that will allow consumers to align with our brand. In addition, we will now have the vehicle to exploit fast emerging digital technologies such as YouTube, iTunes, and MySpace to create awareness and further reinforce the Forplay™ brand," concluded Salem.

Forplay™ currently sells its products at over 3,000 boutique and specialty retail store chains worldwide, and sales of CDs at these establishments will not only be an attractive new product offering, but also a profitable opportunity. Combined with Universal Music Group's massive distribution prowess, this joint-venture can prove to be a win-win for all concerned. "Universal Music Group has given us the best pipeline available for distribution of our products in the mainstream markets and now we are able to plug in a great new product via our association with Forplay™. Universal's distribution is quite strong, reaching retail establishments from Boarders to Target, as well as large department stores such as Nordstrom. If the product fits, Universal can create great exposure for a new CD title at retail," commented Pressman.

Forplay™ and Water Music Records have tapped world-famous DJ Mark Lewis to compile and mix the first release of "Club Forplay", due out on April 3rd. The first release of "The Forplay Sessions" is due out later this year, with subsequent releases of each title slated for once per quarter.

About Forplay™:
Forplay™ Inc. is a leading designer and manufacturer of ultra-sexy women's lifestyle fashion and apparel including Lingerie, Clubwear, Dancewear, Swimwear and sexy adult Costumes. Recognized worldwide for its distinctive and ultra-sexy brand of fashion, Forplay has become a favorite among top celebrities including Carmen Elektra, Paris Hilton, Lindsay Lohan, Traci Bingham, Tori Spelling and many more. Forplay's flagship retail store was founded in 1986 on legendary Hollywood Blvd. Today, Forplay products can be found at over 3,000 boutique and specialty retail store chains worldwide including all Hustler Hollywood, Ricky's-NYC, Lovers Package, Touch of Romance, Cindies, and Love Boutique stores. For more information about Forplay, please visit www.forplayonline.com

About Water Music Records™:
Water Music Records is an L.A.-based recording company operating under the Universal Music Group family of companies. Founded in July of 2000 by record industry veteran Brad Pressman, Water Music Records releases, markets and distributes music in various sub-styles of Electronica including Chill Out, Lounge and Down-Tempo music. Its sister label Water Music Dance releases CDs, EPs and Singles in the Trance, Dance and Techno genres. Considered one of the leading Dance and Chill Out labels in the Unites States, Water Music Records has achieved over 15 Top 50 albums and 2 Top 25 singles. Since its inception, Water Music Records has released over 110 projects, both artist albums and various compilations. For more information about Water Music Records, please visit www.watermusicrecords.com

About DJ Mark Lewis:
Mark Lewis has been a leading figure in the dance music industry and has earned an unchallenged reputation for producing successful DJ music sets worldwide for over 17 years. Mark Lewis' unique style of cutting-edge tribal house infused with progressive riffs has kept him in demand around the globe performing live to audiences in excess of 20,000 people per night. Mark Lewis regularly tours with other legendary DJs including Carl Cox and Paul Oakenfold. For more information about Mark Lewis, please visit www.marklewisglobal.com

###