Mantra has been engaged following a three-way pitch to promote the venture to music fanzines and the wider music and lifestyle press.
Initial PR efforts will centre around a festival, which is planned for this summer. Although TuneTribe has not decided on the venue, it has been speculated that the festival will take place in East London's Victoria Park as part of a concert already announced by Findlay's band Groove Armada.
TuneTribe claims to be the only download service that gives artists and bands 80 per cent of the royalties it makes.
Three quarters of independent labels have already signed up to the service.