November 26, 2007

By By Lars Brandle, London

Atlantic Records U.K. has launched a dedicated Hard-Fi channel on Internet TV service Joost.

The ad-funded channel - a first for a Warner Music U.K. act -- will allow users to tap into videos, tour diaries, live shows, interviews and behind-the-scenes studio footage, build playlists and share videos.

Joost, according to Atlantic, will heavily promote the channel in December through its community features and homepage.

"By combining Warner Music's digital footprint with our ever-expanding range of artist services, we continue to offer our acts new and innovative ways to connect with audiences. This channel is one such example," comments Max Lousada, president, Atlantic Records U.K. in a statement.

"It will provide Hard-Fi with a powerful medium through which to communicate with their following on an interactive and on-going basis."

The alternative British rock act's sophomore album "Once Upon A Time In The West" (Necessary/Atlantic) opened at No. 1 on the Official U.K. Albums Chart in September, emulating the peak chart placing of their 2006 debut "Stars of CCTV," which took 28 weeks to reach the top spot.

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