EMI Music U.K. label Parlophone today (Oct. 5) rolled out a customized MSN campaign for its rising young signing Lily Allen.

EMI Music U.K. label Parlophone today (Oct. 5) rolled out a customized MSN campaign for its rising young signing Lily Allen.

MSN has created for the artist a "Themepack," which comprises artwork, backgrounds and "winks" that can be passed between users via its online MSN Messenger service. The campaign marks a first for a British music artist, Parlophone boasts in a statement.

The label has made available stills from Allen's debut "Alright, Still," which it hopes will stimulate viral exposure for the album.

"Lily has enjoyed incredible success and exposure with the ongoing Parlophone multi-media campaign," comments David Fineman, account manager for Carat Digital, the London-based media firm which negotiated the project. "Incorporating a branded MSN Themepack into the marketing mix will drive momentum and further promote Lily's debut album."

Allen's career has exploded off the blocks. Using a cutting-edge multi-media presence as a springboard, "Alright, Still" has certified platinum (300,000 copies) in Britain, where it currently sits at No. 4 after 11 weeks on the Official U.K. Albums Chart.

A winner at Tuesday night's BT Digital Music Awards in the best pop artist category, Allen has accumulated almost a million "friends" on her MySpace site.

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