Warner Music France and telecommunications operator France Telecom are launching a digital initiative to support the launch of a live album from veteran French singer Johnny Hallyday.

Warner Music France and telecommunications operator France Telecom are launching a digital initiative to support the launch of a live album from veteran French singer Johnny Hallyday.

Due out on Sept. 4, the "Flash Back" album is his first since signing with Warner Music France in January; prior to that, he recorded with Universal Music France for 43 years.

The new recording represents Warner Music France and France Telecom's first jointly-launched comprehensive multi-platform campaign for a single act since the push behind Madonna 10 months previously.

Hallyday's audio and video content will be accessible via the fixed-phone, mobile, online and TV services operated by France Telecom with its mobile subsidiary and Internet service provider Orange.

Between August and December, there will be numerous exclusive digital content offerings.

The single "La Loi du Silence" will be downloadable exclusively to Orange mobile customers for one week from Aug. 21, prior to its general digital release from Aug. 28. The physical version of the song will be released after the album comes out.

In addition, Orange mobile customers will have access to an original made-for-mobile video of the single from Aug. 28.

From early September, streamed video of live performances from "Flash Back" will be sold via the Orange mobile network prior to the DVD version, which comes out on Oct. 4.

The price for the mobile audio download is Orange's standard €2.00 ($2.57) per track. The video content will be part of various subscription packages on the Orange World portal.

"Conversely to the physical world, the digital world is about selling a lot of different formats [on the same product]," commented Thierry Chassagne, Warner Music France's CEO.

Last year, Warner and France Telecom launched a similar initiative for Madonna's "Confessions on a Dance Floor" album. Chassagne says that the hugely successful campaign "benefited the whole music industry," with 1.3 million digital products sold and 750,000 albums shipped in France alone.

The initiative was controversial because of the exclusive pre-release of the single on France Telecom's Internet service provider.

Rival online store VirginMega, which sold the song without obtaining the required licence, was ordered by the commercial court of Paris to pay damages of €600,000 ($771,000) in total to Orange, France Telecom and Warner Music France.