Sun and Coke in major music push

News International and Coca-Cola are believed to be joining forces with pop, rock and dance stars to launch Music4you, billed as “the consumer promotion of the year”.

Aimed at 16- to 24-year-olds, Music4you will run from May to August in The Sun, News of the World and on Coke and Diet Coke cans.

The promotion gives consumers the chance to collect ring-pulls for “music rewards” and “dream music experiences”.

The promotion will be explained in a 48-page “magalogue” publication with a tabloid editorial approach modelled on the TV show CD:UK, and magazines Stuff and T3. It will also provide music news and gossip.

Record companies will provide “music ambassadors” for the different music categories. Names being put forward include Mel C and Fatboy Slim.

Fans will get the chance to chat with the ambassadors on the Internet and meet them at an “invite only” session at a small venue where the musicians will play and give musical tips.

The ambassadors will also present awards to chosen charities.

Initial discussions between News International, Coca-Cola and the music industry have been described as “very positive”. A further meeting with major retail chains will take place next month.

The promotion will also be accompanied by direct mail and a TV advertising campaign.