Undiscovered 'does not want to make the winners instantly famous' but will 'identify and develop' their creativity through a bursary and advice from judges such as Polydor head of A&R Simon Gavin and music promoter Vince Power.
Entrants had four weeks from Wednesday's launch (8 March) in London's Covent Garden to submit demos. Ten shortlisted finalists will then scrap it out until the winner is selected.
The winner will get studio time to record a track, which will be released digitally, plus a spot on the bill of the O2 Wireless Festival in June.
Members of the public will be able to sign up to Undiscovered 'alerts' via the company's website.
The account is being run at Mission Media by consultant James Davies, who has the specific remit to bag business in the music publicity area. Davies has formerly worked at agencies including Barbara Charone's MBC, where he aided acts including Martha and Rufus Wainwright.
O2's use of Mission Media does not affect its ongoing relationship with retained adviser Cohn & Wolfe. The company used Mission
Media to promote its Mobile Model Search venture.
In a similar move, Vodafone last week enlisted Shine Communications to create consumer interest in its 'TBA' secret-location gigs (PRWeek, 3 March).