BMG swings into action early to promote Dido's follow-up. (International).

BMG is taking no chances with the worldwide campaign for Dido's new album Life For Rent, servicing its first single to radio two months before the track's commercial release.

Despite her debut album No Angel selling around 13m copies globally, the major is conscious of the lengthy gap since its release, so wants to reintroduce the singer to markets at the earliest possible date.

"You can't take anything for granted," says BMG's international vice president Dave Shack. "Don't assume your entry point is up there in the tower but on the ground floor."

The decision to go so early with lead-off single White Rag, which will be officially delivered to radio on July 7, has been dictated by the demands of BMG in the US, which achieved 4m of No Angel's 10m sales outside the UK but is concerned about Dido's long absence from the airwaves.

"American radio plays the format game, so you can afford to go nine to 10 weeks in advance of the record," says Shack.

The importance of the US to the campaign for Life For Rent, which will be released three weeks after White Flag around September 29 worldwide, is underlined by an initial three-week promotional trip there in August. This will include a radio station tour during which Dido will give a series of acoustic performances. She will also be in the States around the album's release.

"We have to be looking at where our key markets are and where we can get our ...