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UNEARTHED: Mercury has a Lott on its plate.
Mercury is to bolster its traditional launch efforts for British teenager Pixie Lott with the creation of an innovative online platform that will introduce the star to teen audiences.
The major has teamed up with JJ Stereo to create a six-part mini-series that will debut on Bebo during late March, starring Lott as herself, in a role that mirrors her own life as she records her debut album and prepares to launch a pop career.
Mercury marketing manager Shyamala Tharmendiran says the show - called The Whole Lott: The Pixie Diaries - will follow the format of online mini-series such as Kate Modern, which have proved a hit with teen audiences. "Pixie comes from a stage school background herself so she can act, she can dance, she can sing, so it felt natural to utilise her talents," she says.
With a cast list of industry heavyweights behind her, Lott already has a strong lead over her competition in the pop stakes.
Originally signed to Island Def Jam by Antonio "LA" Reid aged just 16, she is managed by David Sonenberg and the US-based management team at DAS Communications - home over the years to artists including Meat Loaf, The Fugees, John Legend ...
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...prepared to move there. Are you writing with particular artists in mind? We're developing an artist of our own and also Joe Kentish, A&R for Pixie, has got another artist we're working with. We don't mind getting in right at the start of a...
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