Mother wins pan-European launch campaign

Mother has been appointed to handle a multimedia marketing campaign for, the free music internet download service.

Mother has been appointed to handle a multimedia marketing campaign

for, the free music internet download service., which claims to have a budget of pounds 10 million for

a pan-European campaign this year, appointed Mother without a pitch.

Mike Levine, marketing director of, said: ’I liked the

approach Mother took to our business and the enthusiasm that it showed

for our brand. Its creative work speaks for itself.’

Levine, a former Procter & Gamble brand manager for Lenor, joined from Polygram/Universal, where he was senior marketing

manager, in September.

Stef Calcraft, a partner at Mother, said: ’Mike inspired us with his

vision of how could revolutionise the music industry

through the internet. We liked everyone we met and their commitment to

making a difference, something we admire in all our clients.’ aims to provide unsigned artists with a well-visited

global site to showcase their work. The company, which has 500 talent

scouts in the UK, signed 1,500 artists - representing more than 40

genres of music - within four weeks of going live. Consumers can

download tracks free of charge or buy the artists’ music on CDs

manufactured by

Artists that are represented on are paid a pounds 100

advance on royalties and are not held to an exclusivity deal. They also

get 50 per cent of royalties, compared with record labels’ traditional

16 to 19 per cent rate.

Media is handled by Target Media, which won the business in December.

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