site brings in Frank for major launch

A new social networking site billing itself as ‘X Factor meets YouTube’ has brought in Frank PR for its launch. is a ‘democratic global talent contest’ combining social networking with talent scouting. Content is user-generated, allowing singers, musicians and performers to post video clips in the hope of winning a $1m (approx £48,000) prize.

Frank’s brief will focus on raising awareness of and driving traffic to the website.

The London agency will conduct a traditional print media campaign alongside online activity. Frank has also been briefed to garner endorsement from talent agencies.

So far, the website has partnerships with the Met Film School, Merlin Elite talent scouts, celebrity PR firm Panic! and Charlotte Hickson’s startup Monsta (PRWeek, 24 October).’s founders, advertising industry veterans Paul Barnes and Nigel Latham, have described the site as ‘the world’s first financially competitive clip community’. The site encourages budding entertainers to upload video clips of performances in any of its nine content categories: singing, band or group, dance, music, comedy, acting, director or film, animation and any other’.

Users then vote for their favourite clips in each category. Every three months, the winner of each division will win $10,000 (approx £4,800) and will be entered into the annual grand final to compete for the $1m prize.

Frank PR’s MD Andrew Bloch said he hoped the site would attract people wanting to emulate the success of artists such as Sandi Thom, who rose to fame thanks in part to her MySpace page.

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