Wideawake Entertainment, the Toronto-based company that stirred up major buzz when it purchased the Death Row Records assets (which include Tupac’s unreleased recordings) for $18 million in January, is upping its online presence. It’s created Trysomethingnew.ca, where fans can download musical content and receive discounts from brand partners. R&B singers Divine Brown and Sean Jones, who have been touring together since January, are currently featured on the site, which has deals from the likes of Lucky Brand Jeans, Sula Fragrances and Steam Whistle. ‘They all speak to a demo that ties in with the music so it’s comfortable to the consumer,’ says Lara Lavi, CEO of Wideawake.

Advertising for the site corresponds with the Brown/Jones concerts across Canada, with ads in city papers and cards distributed by street teams. So far, 50,000 cards have been given out, and with an 18 to 22% conversion rate, Lavi says the program has already surpassed expectations.

The company also plans a re-skinned Death Row ‘Try Something New’ in the next few months: ‘They’re going to be treated to never-before-heard Death Row tracks because we have well over 10,000,’ explains Lavi, adding that they hope to partner the site with brands appealing to the label’s fan base. A larger Death Row online portal is also planned, with the two sites linking to each other. ‘Only 10% of the Death Row content ever went to the consumer,’ says Lavi, ‘so we could go at this forever.’