First UK music artist on Nabbr delivers exclusive content to social network fan-base

EMI Music UK label, Parlophone, again breaks new ground with the latest edition to the Lily Allen digital campaign. To coincide with Lily’s new single ‘Littlest Things’, taken from the album ‘Alright, Still’, Parlophone today launches a viral media centre through the Nabbr network – the first time Nabbr have worked with a UK artist.

Dan Duncombe, Digital Media Manager for Parlophone, explains: “Lily’s online roots and her social network fan-base make this new viral media tool and the Nabbr network, the perfect platform to launch her forthcoming single ‘Littlest Things’. We are giving the code for the player to kids so that they can post it into their social network pages. The media centre is centrally updated allowing us to post fresh new content direct to fans websites and social networking pages on a regular basis. Parlophone is engaging with Lily’s core online audience in a way which is relevant, viral and interactive. “

Nabbr have created a small portable digital player that streams music and video, along with links to buy, a regular competition, download a free MP3 and capture data - all embedded within the player. Remotely updated by Parlophone, the player can be posted to fans’ own websites, blogs and social networks as well as any other third party sites.

Duncombe continues: “Giving fans the freedom to post dynamically refreshed Lily content into personal web pages and thus enabling friends to easily embed the Lily player onto their own homepage makes this a truly viral campaign.”

Parlophone is rewarding fans for attracting views of Lily’s exclusively created content, with a chance to win a customised Lily chopper bike: encouraging fan-to-fan sharing and participation.

The launch of the Nabbr player is another digital marketing innovation by Parlophone for Lily Allen. The label was also recently responsible for the launch of the first UK music artist Themepack on MSN and the first ever UK WAP loyalty fan club.

Lily Allen was also nominated in three award categories at this year’s Digital Music Awards where she won the Best Pop Artist category.

Lily’s single, ‘Littlest Things’ will be released on December 11th.

Notes to editor:

About EMI Music UK label, Parlophone …

EMI Music UK label Parlophone boasts a rich heritage of world renowned artists, from The Beatles, Queen and Paul McCartney, to Coldplay, Gorillaz and Kylie Minogue. The label has a dedicated Digital Media Manager responsible for developing artist specific new media opportunities, marketing and web presence, working with brand, online, mobile and other digital organisations. Websites developed for Parlophone artists include, and Recent digital activity includes the Digital Music Awards nominated Lily Allen multi-channel online campaign, with website, blog and first ever loyalty based fan club on WAP site and the Gorillaz BBC multi channel broadcast via digital TV, red button, online and WAP. Parlophone were also the first music label to partner with Skype to promote an artist to their entire 75 million global user base in a campaign for Coldplay.


Charley Hayes
immediate future Ltd
0845 408 2031

Published on: 12:00AM on 25th October 2006