"This is an entirely new communication platform for the Absolut brand," said Michael Persson, marketing communications director at Absolut Co. in Stockholm.
"For years, our consumers have seen interpretations of the brand by some of the world's most prominent artists and designers. With this new project they will also be able to listen to the brand: This is the voice of Absolut."
No ads are planned around the music venture. People can listen to and download the music on Absolut's Web site (absolut.com) and click on music video-like images. The site was developed by Farfar, a Stockholm-based interactive agency. -