Toronto-based online ad network UpTrend Media has signed a deal to represent London’s Last.fm, the global free streaming music platform.

UpTrend will work with Last.FM to develop and secure advertising and sponsorship opportunities in Canada, which has one of the largest and most dedicated Last.FM user bases. In Canada, Last.FM reaches over 580,000 Canadian unique users every month.

The social music platform has more than 21 million global users. UpTrend’s current properties reach over 11 million unique Canadian users.

Last.fm co-founder Martin Stiksel says the partnership with UpTrend is part of the social music platform’s strategy for building its relationships with Canadian advertisers and sponsors. He believes the free-on-demand service will give Canadian advertisers ‘a highly engaged, growing, passionate music community.’

Founded in 2002, Last.fm has partnerships with Universal, EMI, Warner Music Group and Sony BMG, plus independent aggregators The Orchard, CD Baby and more than 150,000 independent artists and labels.