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YouTube builds mainstream model with music initiative

YouTube builds mainstream model with music initiative

Video-sharing website YouTube has launched a major music promotion to discover unsigned US bands and musicians.

Unlike other social sites such as MySpace, this is the first major music promotion by YouTube, which is hoping to find the most entertaining and creative artists in the US.

The YouTube Underground contest is inviting US bands and musicians to submit original videos, which will be voted for by the YouTube community as best song, best music video, best live performance and best creative work. The winner will be announced by ABC's 'Good Morning America', with the winners receiving the opportunity to have their music appear in movies and as a ringtone.

YouTube is also launching a monthly newsletter for its music community, called 'News from the Underground', which will showcase up-and-coming artists and feature promotions, entertaining music videos and YouTube music news.

The YouTube Underground promotion is being sponsored by US wireless company Cingular Wireless.

John Burbank, vice-president of marketing at Cingular Wireless, said: "The YouTube Underground contest is a natural extension to what we are already doing in the music space -- using wireless technology to connect established, as well as emerging musicians, with their fans and vice versa. We look forward to building our relationship with YouTube and demonstrating our unique approach to mobilising the music experience for our customers."

Julie Supan, senior director of marketing at YouTube, said: "We strive to find unique ways to help our community be recognised and this promotion is the first of many such online events. Becoming a part of the YouTube Underground will help the independent musicians that broadcast to the YouTube community rise up and be discovered as some of the greatest music talents today."


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