Parlophone builds Lily Allen's fanbase with MSN Messenger

by Jennifer Whitehead Brand Republic 04-Oct-06, 15:00

LONDON - Lily Allen's record label Parlophone is planning to increase her base of loyal fans by making her the first UK artist to have her own set of MSN Messenger icons.

In a deal negotiated by Carat Digital, MSN has produced a Lily Allen MSN Themepack, which is a selection of artwork, icons and backgrounds that can be used when chatting online via MSN Messenger.

EMI's Parlophone has made creative from Allen's album 'Alright, Still' available for fans. It hopes that this will stimulate more viral exposure for the album.

Allen is famously one of the new wave of artists whose popularity has been spurred by the community website MySpace.

Dan Duncombe, digital media manager for Parlophone, said: "With more and more teenagers using instant messenger services over and above email, the MSN Themepacks are a great way for us to reach Lily's target demographic as well as increase her fanbase.

"The Lily project creative also lends itself very well to the animations used in Themepacks and, in keeping with the rest of the Lily digital campaign."

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