Music Nation seeks UK sponsors

Music Nation, the artist development company whose online video music competition took the US by storm, is looking to do the same again when it lands in the UK this July.

The web-based search for unsigned musical talent across the globe has selected WPP's 141 Sport and Entertainment to work with it on sponsorship and partnership strategy.

The US site (www.MusicNation.com) now features more than 1,800 videos, a number growing daily but already exceeding initial expectations.

Almost 400,000 votes were cast during the first four weeks of the competition, which kicked off in January, with nearly 3.5 million page views just a few weeks after launch.

The UK version, launching in July, invites unsigned artists to upload their music videos to the Music Nation website across a range of genres, including urban, indie, rock and dance.

The winners in each category, as voted for by visitors to the site and celebrity judges (yet to be announced), are promised a professional recording contract with Mercury Music Group, owned by Universal Music Group, a full partner in Music Nation.

In the US, Music Nation offers winning acts a global recording contract with Epic Records and the chance to perform on Clear Channel Radio's performance series, Stripped.

Music Nation UK is currently in discussions about teaming up with a prestigious UK media partner to allow acts similar exposure; plans are already in place for competing artists to embark on a tour of UK university campuses to wow audiences live.

David Farrow, MD of 141 Sport and Entertainment, said: "Music Nation gives us huge scope to think creatively about new kinds of sponsorships and promotions with companies and brands who want to participate in digital entertainment.

"It's a venue that promises to deliver everything sexy about digital: a huge music-loving and creative community, user-generated content and audience participation through a public vote.

"While there are other online music competitions, Music Nation has invested in the technology, which ensures the participants and fans will have a good experience".

Farrow added: "The Music Nation competition is the perfect integrated vehicle for all kinds of brands, engaging a young audience in an offline and online experience, and that makes it a valuable platform".

The online competition will run for 12 weeks, during which time a public vote will whittle down entries in each category to a shortlist.

Winners will be chosen by a jury of high-profile Universal artists and AandR executives.

In the 15-week American competition judges include three-time Grammy Award winner Nelly, and Joel and Benji Madden from multi-platinum recording artists Good Charlotte.

"The reaction Music Nation has received in the US has surpassed our expectations," said Daniel Klaus, Music Nation CEO.

"We're excited to bring the competition overseas, providing a new audience with a new venue for music discovery, and look forward to empowering musicians in the UK toward long-term careers".

Peter Read, Music Nation Managing Director (UK and Europe), said: "Our competition has proved a huge draw in America and we are anticipating a similar reaction in the UK.

141 has huge experience in creating strong and meaningful brand partnerships and we are excited about the opportunities they will bring us in Europe.

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