Astral Radio has launched its digital music service, streaming on-demand music and videos across its NRJ and Virgin Radio Top 40 networks.

The player, which has been made possible because of agreements between Astral Radio and four music labels (Universal Music Group, EMI Music Canada, Sony Music Entertainment Canada, and Warner Music Canada) offers advertisers both traditional and unique advertising opportunities, Rob Farina, executive VP of content at Astral Radio, tells MiC.

“There are standard opportunities like display ads and sponsorships,” he says. “But there are also custom options with the service, such as sponsoring private performances or having advertisers create a channel around a genre or theme.”

Farina says the player is launching with a breakthrough artist section, a video on demand page, an exclusive section which will be home to things like the recent private concert Astral taped with The Fray, the New and Now section and the B-stream section which will play host to niche artists that will be developed over time based on audience preferences.

Katy Perry has signed on as the spokesperson for promotions around the radio player, which begin in a couple weeks. The ads, which feature media and creative done in-house, will appear in Cineplex theatres as well as online with a general target of people aged 12 to 49, says Farina.

“The reality with digital media is that everyone’s ability to spend time and energy with any one platform is greatly fragmented,” he says. “We want the player to find new and innovative ways to engage that audience.”

An expanded player is already in the works, bringing Astral Radio’s other stations, including rock and country on board.

Astral Radio is hosting a webinar, officially launching the online player this afternoon at 4 p.m., follow the link to listen in.