The U.K. and Ireland Web site of Yahoo! Music today (April 25) said it has clinched a one-year partnership with the Wrigley Co. on a new music service.

The U.K. and Ireland Web site of Yahoo! Music today (April 25) said it has clinched a one-year partnership with the Wrigley Co. on a new music service.

Through the alliance's new Extra Venue service, Yahoo! Music will dedicate five strands of original content online. The respective segments will offer intimate artist performances, lifestyle features, interviews and other exclusive on-demand content. U.K. albums chart-topper Corinne Bailey Rae and alternative rock act the Zutons will be among the first artists featured.

"This is our first original-content programming in Europe," Shannon Ferguson, London-based managing director of Yahoo! Music Europe, tells Billboard.biz. "This is a mutual meeting of the minds. We wanted to develop and create original programming; and Wrigley realized that their target audience was consuming media more and more online."

The development represents the chewing gum giant's first-ever move into the U.K. online digital music arena.

Similar to Yahoo! Music's Pepsi Smash programming in the United States, the new music service will work with labels, artist management and the acts to determine program scheduling. Access is free to anyone on the Yahoo! Music U.K. and Ireland Web site.

U.K.-based digital programming specialist Guerrilla will produce 34 original Yahoo! Music videos for the new service. "For us, the underlying theme is about our community getting close to the artist," says Ben Richards, Yahoo! Music Europe's sales and marketing manager.

In addition to the video segments, there will be chat rooms, competitions, the Buzz chart for Yahoo!'s most searched-for music information, and links to popular music blogs and popular fans sites.

Moreover, Wrigley will launch a national print and TV ad campaign for the Extra Venue to lure visitors to the site. The move signifies the first time Yahoo! Music U.K. and Ireland has been part of a sponsor's offline marketing project.

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