Media Relations: E-record label to talk lifestyles

Online record label Magnatune is tapping into the iPod-inspired interest in downloadable music with its first PR campaign in the UK.

The £100,000 campaign by Chocolate Communications looks to take Magnatune beyond music titles by targeting nationals and general-interest lifestyle media.

It will introduce the label's unique concept - users can choose the price they pay for downloads by unsigned artists, who receive 50 per cent of profits.

The campaign will progress to promote artists that feature on Magnatune.com.

A trade campaign will raise awareness of licensing opportunities for the film and advertising industries.

The US-based label launched in 2003.

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