Universal Music Group is launching an online talent contest for unsigned bands, and is seeking brand partners to support the initiative.
Participants in the Music Nation contest will have the chance to appear in a weekly webisode on the site by uploading their homemade music videos.
Universal has appointed WPP-owned 141 Sport & Entertainment to secure sponsorship deals with advertisers keen to exploit the Music Nation social network, which reaches 16-24 yr olds.
Site visitors will be able to vote for their favourite acts, sign up to online fan clubs and access information on the judges responsible for selecting the ultimate winner from each genre. Winners will secure a record deal with Mercury Records, and appear on Stripped, a forthcoming TV series dedicated to allowing artists to perform without the ‘typical studio embellishments’.
The idea is also running in the US, with the winner getting a deal with Epic.