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Don't dismiss Fergie as just another dopey pop star. In addition to her intimate knowledge of London Bridge, she's an eager businesswoman who's pioneering new methods of parlaying celebrity into green. Last month she signed a $4 million deal with Candie's clothing that reportedly calls for her to drop the...

By Michael Roberts

July 19, 2007

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Don't dismiss Fergie as just another dopey pop star. In addition to her intimate knowledge of London Bridge, she's an eager businesswoman who's pioneering new methods of parlaying celebrity into green. Last month she signed a $4 million deal with Candie's clothing that reportedly calls for her to drop the brand's name into her lyrics — an approach that should make using such tunes in commercials even simpler. And she's currently headlining the Fergie Verizon VIP Tour, which stops at the Fillmore Auditorium tonight as part of what Verizon spokesman Bob Kelley describes as a "loyalty campaign for our customers."

Tickets aren't on sale for the show. Instead, Kelley explains, those who've purchased Fergie songs or ring tones (or a Motorola handset) through Verizon will receive "a loyalty response," giving them a shot at free admission. Other opportunities are available through Candie's — details are at Candies.com — or at Verizon's Northfield Stapleton outlet, 8384 East 49th Avenue. Fergie's scheduled to be at the store on Saturday, July 21, from 2 p.m. to 4 p.m., and a fashion show is on the agenda.

According to Verizon's Kelley, ticket winners will receive picture-message tickets on their phones that they'll flash at the door. "This is the first time an artist has incorporated wireless technology this way," he notes. And if there's money to be made by doing so, it won't be the last.

Fergie appears at 8 p.m. at the Fillmore, 1510 Clarkson Street. For details, call 303-837-1482 or visit www.interscope.com/artist/news/default.aspx/nid/8002/aid/489.

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Michael Roberts began his career with Westword in 1990 as music editor. In 1999, he took on a new role, full-time media reporter, as author of a column called The Message. In 2008, he became the lead writer for Westword's news blog, The Latest Word, a position he held until January 2023. Michael continues to freelance for Westword, covering everything from business to sports and the media; he also contributes to Jazziz, a national music magazine. He holds a bachelor's degree from what is now Colorado Mesa University and master's degrees from the University of California, Los Angeles, and Northwestern University.

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