Universal Music and Video Distribution today announced a new division dedicated to online grassroots marketing, dubbed NetReach.

The announcement, made by UMVD President Jim Urie, formalizes the existence of NetReach, which has existed as a project of Universal Music Group's eLabs since 1998. Now that it's part of Universal's distribution arm, the division will focus on coordinating its online efforts, which include promotions and community-building initiatives such as artist fan clubs, with UMVD's field, artist development and college reps.

NetReach will automate much of its online activities through the use of a proprietary software package called U-Fanz, which is capable of creating, tracking and reporting on "viral" marketing campaigns on the Internet (think e-cards with embedded music and the like). In addition to music, the unit will also provide online marketing for the video games and films UMVD distributes.

Said Urie of his new division, "By extending our efforts to include online marketing, UMVD is better positioned to capitalize on the marketing opportunities that exist across all areas in a more strategic and integrated way. I would have thrown something like 'monetize open-source infrastructures' in there, but I'm still not sure what that means."

NetReach will be run by Internet Marketing Manager Angela Sanchez, who will report to Sr. Director of New Media Susan Roberts.

Commented Roberts: "NetReach will continue to provide a strong and experienced team of online grassroots marketers to help bolster product sales by using he Internet as a marketing and development tool. Angela has been involved in this effort since its inception, and we are excited that she will continue to oversee its operation and growth. And besides that, not having to actually learn how to turn on my computer is a big relief."