Peoplesound hires 24/7 for pounds 10m launch

By MARK TUNGATE, campaignlive.co.uk, Monday, 27 September 1999 12:00AM

Music website people- sound.com has laid the groundwork for its pounds 10 million launch next month by hiring 24/7 Media UK to handle sales.

Music website people- sound.com has laid the groundwork for its

pounds 10 million launch next month by hiring 24/7 Media UK to handle

sales.



The new-media sales agency expects an enthusiastic response from

advertisers targeting the site’s core user base of 15- to

28-year-olds.



’This is the perfect place to advertise music, videos, rock venues -

basically anything you see on MTV,’ said 24/7 sales director Mark

Nall.



The website takes advantage of the controversial MP3 format, which

enables users to download CD-quality music onto their PCs. Manufacturers

are already producing portable MP3 players, allowing users to take music

straight off the web and into their homes.



The technology has caused concern in the music industry because some

sites offer pirated CD releases, either heavily discounted or free of

charge.



Peoplesound.com gets around this by carrying recordings of unsigned

bands.



All artists whose material is accepted will get pounds 100 cash and 50

per cent commission on sales. An in-house team grades the recordings to

ensure high quality.



Behind the site are Will Lovegrove, formerly the head of internet at

Ministry of Sound, and Martin Turner, who left as managing director of

CompuServe earlier this year. Gary Pitt, the former advertising manager

of nme.com, is business development manager.



’This will actually help the music industry,’ said Pitt. ’A&R men will

no longer have to trawl around dodgy pubs listening to crap bands. We’ll

have a chart of the most popular downloads.’



Each band has one track on the site. Users can then request MP3 files or

CDs of additional material. They can also put together compilations of

favourite tracks.



’We’ll cover every kind of music from underground jungle to classical,’

said Pitt, ’Quite apart from the potential for marketing youth products,

we can appeal to a broad range of advertisers.’



The company will spend pounds 10 million marketing the site over the

next year.



In-house creative director Paul Thurlowe will work alongside

Brixton-based media agency Just Media.



Pitt said the site was likely to have a huge audience: ’At the moment,

MP3 is the number one request on search engines, higher even than sex.’



This article was first published on campaignlive.co.uk

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