CAMPAIGN-I: Peoplesound spins off online company for music marketing

Peoplesound.com, the music download site and portal for unsigned musical talent, is spinning off a company called Protein which will specialise in online marketing services for music brands and artists.

Peoplesound.com, the music download site and portal for unsigned musical talent, is spinning off a company called Protein which will specialise in online marketing services for music brands and artists.

Protein will develop online advertising and viral marketing strategies, implement online marketing campaigns and target them based on customer research and information from its Peoplesound portal, which has more than one million unique users.

Protein will also provide offline direct marketing services for its clients.

Simon Miller, the managing director of Protein and previously the business development director at Peoplesound, said: 'We're much further ahead on how to market music online than the record companies are.'

He added: 'We're able to use our site as a research tool to measure how people use music online. It means that we can deliver back to companies how popular their acts are, where their fans are and what they do online and so forth.'

The site has online relationships with AltaVista, Freeserve, Yahoo!, Lineone and Dotmusic which enables it to place promotions on their portals.

Music companies can use Protein's research results to determine matters such as which popular music tracks would work best on compilation albums as well as what online advertising strategies would be most effective.

Peoplesound, which already generates revenues from online advertising, CD sales and selling third-party goods such as MP3 players online, will initially target product managers at the major record companies with its new online marketing service.



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