T-Mobile has teamed up with music company Artistdirect to launch a UK version of the independent online music site, Artistdirect.com.
The ad-funded deal, brokered by media agency MediaCom and online advertising sales house Monetise, will be based on the same format as the US-based Artistdirect.com, with new features and content from T-Mobile.
The Artistdirect network, launched in 1994, provides listings of worldwide music artists and genres, as well as editorial content.
Anna Berry, associate director at MediaCom, said Artistdirect.com wanted a partner that could tailor content for the UK consumer, following a sudden awareness of the service here.
"The timing was perfect for both parties as T-Mobile was keen to expand its music footprint and distribute its exclusive content from Street Gigs and Transmission to Artistdirect.com users," she said.
T-Mobile's content on the UK site will include features, photos and videos of all artists who have featured on a T-Mobile Street Gig or Transmission.
T-Mobile Street Gigs, in its third year, sees acts play across the UK in a series of exclusive gigs, while Transmission is a co-created TV programme with Channel 4.
Sam Taylor, head of advertising and brand at T-Mobile, said: "The new site will be the perfect platform to further our commitment to music and our relationship with UK music fans who want to know more about our programme of activity."
News, event play lists and exclusive backstage gig content such as artist interviews and behind-the- scenes footage will also be available each month.
From the home page, users will be able to click through T-Mobile's entertainment content portal to get music downloads and videos.
A "You Might Also Like" section, ticketing and videos will also feature on the site.
Artistdirect currently has approximately 15 million unique visitors in the US and 40 million unique visitors worldwide, of which four million are from the UK, according to 2007 Media Metrix figures.
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