Peoplesound creates new brand in bid to attract more record companies.

A&R site Peoplesound has spun off its business-to-business promotion and research service activities into a separately-branded company in a bid to attract a greater volume of work from record companies.

The new operation -- tagged Protein -- is being headed by Peoplesound business development director Simon Miller, who takes on the additional role of managing director of the spin-off.

Miller says the re-branding of the Peoplesound B2B service is an attempt to emphasise to customers its differentiation from the purposes of the consumer-facing Peoplesound business. "With Protein we are aiming to be an online music marketing specialist consultancy," says Miller. "The point is to demonstrate the assets we have in terms of database and marketing reach and the services we can provide, such as viral marketing. We can provide a team which ...