Island Records is so impressed with the campaign for emerging singer-songwriter Lauren Pritchard on mflow, the new U.K. digital music-discovery service that launches commercially April 15, it has gone back for more.

"We're so happy with the mflow promotional campaign for her, we're already doing the same thing for Pete Lawrie, a British folk/pop artist signed to Island," declares Glenn Cooper, senior digital consultant at Island Records U.K. "Anything that encourages the legal sharing of music is good news."

The advertising-free mflow enables subscribers to discover, recommend and share music by following other users' recommendations to build a network of trusted taste-makers.

Users are incentivized to return to mflow with a full-length stream of tracks that have been recommended - or 'flowed' - them, and they earn 20% of the price paid for every recommended track that gets purchased.

The venture kicks off with a catalog of more than 1 million songs from major labels Universal Music U.K. and Sony Music, and leading independent labels. It is also said to be in talks with EMI Music and Warner Music Group.

Mflow is targeted at hard-core music fans such as readers of established British music publications like NME, Q and Clash, which have linked up with the service for cross-promotional purposes.

On March 5, while still being tested in the beta format, Island agreed to promote Pritchard's debut EP "The Jackson Sessions" exclusively on mflow until May 3, when it gets a general release on CD and legal digital stores like iTunes.

The Tennessee-born, U.K.-based singer's four-track EP is being supported by a tour of regional dates from March until May 13. Flyers and billboards promoting the concerts invite fans to register on mflow via Pritchard's Web site and MySpace page.

The first 5,000 applicants will be able to stream and download a complimentary copy of the recording. Mflow will pay rights owners' royalties for the resulting free downloads and streamed music.

"Those who like the songs are being encouraged to recommend the songs to other people. And by March 29, she had the second most downloaded track ["When the Night Kills the Day"], the ninth most flowed [recommended] track, and the sixth most flowed EP/album," Cooper declares. She was the 10th most 'flowed' artist in terms of followers on April 7.

He adds that mflow has said it will target the campaign at the service's currently 13,000-plus registered users as well.

"We've got similar plans for Pete Lawrie," Cooper explains. Lawrie's EP "How Could I Complain" gets its general release on April 26.

"At this stage, this is not about chart sales for them; it's about getting them out there for people to discover naturally. Early adopters and passionate music fans want to be first to discover new artists, and mflow is the natural platform for that," he says.

For more on mflow, see the new April 17 issue of Billboard.