Pacha to launch video channel on Facebook

Club brand Pacha has partnered with UK superindie Argonon and video commerce specialists Videojuicer to launch a new live and interactive channel on Facebook.

Driven by Agonon, the independent production firm formed in May, Pacha's new video channel makes it the first superclub to get on board with Facebook's entertainment revolution.

The channel, which launches tomorrow at Pacha's page on the social network, is a new online video platform "designed to appeal to travel, lifestyle and music fans".

It will use high definition video technology to showcase the cream of the world's DJ talent, as well as stream footage from the season in Ibiza. Remedy Productions, part of the Argonon group, will produce high-quality, cutting-edge content for the channel.

The project will be funded in a variety of ways, including click-to-buy links to music downloads alongside all videos, as well as merchandising, sponsorship and competitions. Next year, the channel will also support advertising.

Debby Lee, the head of commercial development at Argonon, said that Facebook's new entertainment hub offers "a hugely exciting new opportunity" to brands like Pacha.

"Working with Videojuicer, who have an unrivalled track record of innovation in the v-commerce world, www.facebook.com/Pacha will harness the power of social media allowing millions of music and lifestyle fans across the globe to engage with the brand online," she said.

"The mix of high-quality content and user engagement will ultimately allow Pacha to convert music fans into customers. Today's announcement is a landmark moment in the evolution of Argonon's transmedia business."

Steve Jelley, the chief executive and founder of Videojuicer, said: "Our successful live streaming of Lady GaGa's appearance for Mugler at Paris Fashion Week demonstrates the appetite for high-quality online content and as partners with Facebook, Videojuicer are excited about the commercial opportunities that this new innovative new entertainment player will present."

Pacha Recordings' Stephen Glen Hulme added: "The digital world is here and now and the launch of Pacha TV will allow clubbers across the world to only ever be a click away from the unique atmosphere of Pacha.

"Viewers can experience the closing week atmosphere, the DJ awards ceremony and the thoughts of the world's greatest producers and DJs. Enjoy the digital revolution."

The launch week of the Pacha Facebook channel will feature interviews with superstar DJs and music producers. Next week will bring coverage of the famous closing party at Pacha in Ibiza.