The new agency, called The Men From the Press (TMFTP), is playing up a new business idea of offering cash to journalists to review music bands, the Guardian has reported. The journalists simply have to log on to the TMFTP's website site, listen to the music and write a brief feedback on it.
The move is "part of a bid to end the traditional mailout of free CDs for review and, controversially, put money directly into journalists' pockets," the paper said. However, it "raises questions about PR in the music business," the paper said.
Independent labels struggling for publicity have welcomed the idea as it earns them free reviews without having to pay for a publicist.