EMI to promote Lily Allen album through online drive

by Alex Donohue Brand Republic 10-Jul-06, 07:00

LONDON - EMI's Parlophone is to promote the release of internet music sensation Lily Allen's debut album 'Alright, Still' with a multi-channel online campaign, following on from the word-of-mouth success of her MySpace homepage.

Lily, the daughter of comedian Keith Allen, releases her debut album on July 17, prompting her record label Parlophone to create a Wap service, music player, blog and interactive homepage to accommodate the young singer's opinionated and confrontational music.

The website, which was designed by online agency Holler, which was designed by online agency Holler, will feature what Parlophone claims is the UK's first loyalty-based Wap service, available through a New Visions created microsite which can be accessed via the homepage, allowing visitors to accumulate hidden 'Lily Diamonds' which they can exchange for prizes.

Users will also be invited to upload images, access Lily's daily online photo diary and download ring tones and wallpapers.

Dan Duncombe, digital media manager at Parlophone, said: "We have created a website that reflects Lily's personality and vibrancy as well as maintaining the successful features of social networking sites like MySpace with her blog, personalised feature, music player and homepage information feeds.

"Lily's outspoken nature and sense of humour are really captured in her blog, which is the perfect medium to communicate Lily's personality to her fans."

Allen has already forged a reputation for resisting traditional record company marketing tactics, after she uploaded tracks intended for her debut album onto her MySpace page in November 2005 against the wishes of Parlophone's subsidiary label Regal Records.

Interest in her music, which regularly documents her colourful personal life, picked up through a growing MySpace fanbase and favourable coverage in the national music press.

Her debut single 'LDN' became a huge success after being played by Radio 1's Jo Whiley in April.

Lily's latest single, 'Smile', which was released on Monday, is expected to claim the number one spot at the weekend and is currently the most popular download on iTunes.

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