The BBC has appointed Music Innovations, the music marketing agency which created The Pepsi Chart TV show, to find sponsors for its &£10m millennium music festival.
The BBC is planning a live music event called BBC Music Live, to feature events ranging from classical, pop and jazz concerts to street festivals and school activities over a five-day period in May.
Music Innovations pitched against sponsorship agencies for the business, and will look for commercial partners to expand the event. The BBC hopes to raise at least &£1m to fund further concerts.
Music Innovations director Georgina Capp says: “Music is universal, so we will be talking to companies from supermarkets to mobile telecommunications, through to banking. We have already received interest from sectors such as soft drinks and retailing. At this stage, we don’t really know how much sponsorship money we will raise because this is something that has never been done before.”
BBC Music Live will be non-profit-making.
Music Innovations has also been appointed by R&B band Another Level to sign up sponsors for their UK tour next year. It will look for lifestyle brands interested in reaching the band’s audience of 14 to 24-year-old fans.