Saatchi and Saatchi's Gum is developing a girl group which can be "bought" by a sponsor, who can have naming rights, determine the style of music they sing, what they wear, and what other products they use.

According to report in The Times of London, this new twist on agencies delivering branded content for it's clients is splitting opinion in the music world, which has long clung to the idea of nurturing talent even in the face of consistently cynical practices such as the creation of popstars via televised competions such as American Idol rather than via developing a raw talent by providing him or her with the resources to go on the road and build a grassroots following the way legends like Johnny Cash did back in the early days of pop music.

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