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Sarah UKFast | Account Manager

Face Party to launch white-label offering

Social network Face Party is to allow brands to develop their own versions of its UK site.

The chat site will create bolt-on communities that advertisers can incorporate into their own websites to capitalise on its 6m-strong user base.

Face Party is one of the first social networks to launch a white-label service, as it attempts to cash in on growing advertiser demand to target youth audiences online.

The independent site is finalising deals with three of the world's biggest record companies, believed to be Warner Music Group, Sony BMG and Universal, to roll out the white-label product on websites dedicated to hundreds of recording artists.

Deals have also been signed with Vice Magazine, adult brand Erotica and Fast Web Media, which runs football community 4thegame.

Music site Virtual Festivals is using the service to allow users to upload pictures and video footage of gigs.

Face Party claims the bolt-on communities will provide advertisers with access to more than 1m users a day. It will work on a revenue-share basis, with brands receiving a cut every time a consumer uses a Face Party 'cool tool' to enhance their membership with 3-D logos, chatroom controls or searches.

Last May, Face Party underwent a £2m relaunch to cash in on the social-networking craze.

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