The brand is being launched and developed as an umbrella home for BMG's top artists and record label subsidiaries in the rhythm and blues genre.
The first activity involves an online campaign in conjunction with Lycos UK to raise awareness of the brand.
The online push will be rolled out over Lycos Europe properties in Italy, Germany, France, Spain, Sweden, Norway, Denmark, Holland and Belgium.
Running initially for six months, creative will include rich media that is semi-transparent and floats over a web page featuring a montage of artists.
The executions will run across the entertainment and music sections within Lycos UK and has been created by a joint effort between the portal's in-house team and BMG.
Clicking on the creative takes users to a dedicated micro-site of integrated content on the new R'n'B brand and gives viewers the chance to win 100 R'n'B CDs.
The promotion aims to help drive sales across both a core target market of fans of the genre as well as introduce the music to a wider base of the general public.