EMI label Innocent to debut boyband in Habbo Hotel
LONDON - EMI label Innocent is to unveil its latest boyband, 365, through online community Habbo Hotel.
Innocent, part of EMI's Angel Music Group, said all five members of 365, who release their debut single 'One Touch' on November 13, would be chatting online with fans via Habbo Hotel where users can choose avatars, chat, hang out and play games in the virtual world.
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Mike Dowuona, digital media manager at EMI's Angel Music Group, said: "While other channels such as MySpace and Bebo work well in promoting urban artists and indie bands, Habbo Hotel's demographic is an ideal fit for pure pop artists such as 365."
Habbo Hotel was created by Finnish programmers, Sampo Karjalainen and Aapo Kyrola, in 2000 to promote a rock band called Mobiles.
EMI said it planned further online events in the run up to 365's debut album, which is set for release next year, including a "how to make it as a boyband" blog.
Habbo Hotel claims to have more than 6.6m unique users every month worldwide, with 750,000 alone in the UK. The core demographic for the game is 11- to 18-year-olds.
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Habbo Hotel: 365 launch
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