Artist demos no longer accepted on physical formats as SONY BMG embraces new digital blogging platforms to find new talent. SONY BMG Music Entertainment UK has announced that from April 2nd 2007 it will no longer accept demos from new artists on physical formats such as CDs for consideration by the company's Columbia Records or RCA Records labels. Instead a message will be sent back asking musicians to sign up to one of two new websites, which will allow them to post music, photos, videos and links digitally and become part of a community that will include both new artists and SonyBMG executives.

SONY BMG Music Entertainment UK is launching the two new online initiatives, www.columbiademos.co.uk and www.rcademos.co.uk, in conjunction social media and blogging service providers Six Apart and their blogging platform Vox.com. An artist simply sets up their own weblog on Vox.com after entering through either the www.columbiademos.co.uk or www.rcademos.co.uk URLs and automatically becomes a member of the RCA or Columbia label's online A&R group or 'virtual neighbourhood'.

Participation is free and users can utilise a number of blogging tools to upload their own audio, video and image content.