Mini launches virtual (branded) music label

It's Def Mini Records, presented by Mini. Could the next big Canadian band be born of a BMW brand?

Whitby, Ontario’s BMW launched a virtual music label backed by its Mini brand yesterday after months of auditioning bands and developing songs and videos.

Artists at include a boy band, N’CAP, Wayne Trapper from the country band Runflat, MC Massive & the Reinforced Body Crew and the alternative band The Disc Brakes. Their tracks will be made available exclusively from the thoroughly branded site, where users can also download music videos and interviews.

Ring tones, newsletters and karaoke versions are also part of the plan, which was developed by Mini with the Munich, Germany-based start agency and Interone Worldwide.