EMI Music UK label, Innocent, is partnering with Habbo Hotel to launch UK boy band 365 – the first time an artist or band has been launched on the virtual network.

Hotel members, or ‘Habbos’, will have the opportunity to chat live with all five members of 365 on 13th November, to coincide with the release of their debut single, “One Touch”. The boys will be enlisting the help of their Habbo fans to form a kind of 'virtual street team' to spread the word about upcoming events.

365 are the only new talent that Habbo is supporting, from the release of their first single right up to the launch of their debut album, and further events are already planned for the coming months.

“Whilst other channels such as MySpace and Bebo work well in promoting urban artists and indie bands, Habbo Hotel’s demographic is an ideal fit for pure pop artists such as 365,” says Mike Dowuona, digital media manager at Angel Music Group, home of Innocent. “Habbo Hotel is the ideal platform to launch 365, taking the band directly to their target audience in a fresh, fun and interactive way.”

The virtual visit to Habbo Hotel forms part of a broader campaign to build awareness of 365, with other interactive elements planned - including a regular blog from the band on ‘how to make it as a boy band’.

365 is a London-based group, consisting of five down-to-earth guys, championing a new phase of sheer unapologetic pop. Habbo Hotel has over 6.6 million unique users per month worldwide and 750,000 in the UK, with a core demographic of 11 - 18 year olds.


Notes to editor:

About Angel Music Group:

EMI Music UK’s Angel Music Group was formed in 2005 as home of the world renowned EMI Classics UK, the pop-focused Innocent and new label Angel, concentrating on Adult Contemporary/MOR and Mainstream music. Angel Music Group’s roster includes the multi-platinum award winning Simon Webbe, the internationally famed Keith Urban and a heritage of EMI Classics artists from Karl Jenkins to Sarah Brightman. Its dedicated Digital Media Manager is responsible for developing specific new media opportunities, promotions and web presence for the label’s artists and working with brands, online, mobile and other digital organisations.



Charley Hayes
immediate future Ltd
0845 408 2031

Published on: 12:00AM on 9th November 2006