The campaign will be based around experiential events. The first took place at Glastonbury Festival last weekend. The agency created a Song Garden, where 400 flowers 'danced' to the sound of visitors singing.
Youth Music is keen to raise awareness and drive fundraising for itself and Sing Up!, the national singing programme for primary school children in which the Government invested £10m last year.
Agency MD Dan Holliday will report to Youth Music PR manager Liam Fay-Fright.