Clickmusic, the independent music content search engine, is launching a separately branded online sales house called Sonic Advertising.
Sonic will aim to provide specialist assistance for music and entertainment websites. The development comes as demand within the industry for more specialised online media services increases.
Sonic Advertising launches this week with three clients on its books.
They are the parent company Clickmusic, Music3w.com, which manages artists online, and Yourmobile.com, an online source for mobile ring tones and downloads.
The venture is the brainchild of David Salem, Clickmusic's commercial director. Salem will be the managing director of Sonic Advertising, but will also continue in his role at the music portal.
Salem, who was formerly the commercial director at Clear Channel Radio Sales and Jazz FM, said that the new division is being set up as a viable alternative to larger, more generic sales houses. He said: 'While the internet has developed, online advertising has stayed still. We believe that uninformed selling, where traffic is simply a commodity, is partly to blame for the dotcom slump.
'Times have moved on and it will be the smaller, more specialised agencies that will prove the driver to invigorate the online advertising space.'
Clickmusic went live at the end of 1999 and was launched by its chairman, Robert Devereux, who is a former business partner of Richard Branson's and also a former chairman of the Virgin Entertainment Group. The managing director, Becky Lancashire, who spent four years at Virgin Media, was another founder.