Peoplesound.com, the Internet music venture 30 per cent owned by Bernard Arnault’s Louis Vuitton Moet Hennessey group, is holding a pitch for its &£10m creative account.
Peoplesound marketing director, and former Procter & Gamble and Polygram marketer, Mike Levine, who is in discussions with advertising agencies, says: “Our plan for next year is to expand the brand platform from music enthusiasts to a broader Net audience, and we’re talking to large ad agencies about this brief.”
Levine will appoint an agency by the end of January.
The winner will create Peoplesound’s first TV ad campaign – to run alongside press and poster work. The company is also considering TV, music festival and event sponsorship.
Peoplesound is hoping to start the campaign as sole sponsor of ITV2’s day-long “Music of the millennium” programme on New Year’s Eve, which will involve break bumpers and Web links.
Target Media, with clients including Film Four and Universal-Island Records, has been appointed to handle media. Kee Scott will remain as the below-the-line agency.
Peoplesound’s 500 talent scouts across the UK have signed up 1,500 artists – over 40 music genres – since its launch in October. Artists are paid a &£100 advance on royalties and not held to any exclusivity deal.
Consumers can download tracks free of charge and buy CDs manufactured by Peoplesound.
The company plans to make money from advertising sold on its site rather than through record sales.