It is understood to be close to signing established bands with a view to creating original content, that will be available as podcasts.
It is understood that Mark Boyd, head of content at Audi's ad agency, BBH, will lead the activity. Sources claim the campaign will focus on digital work and feature little, if any, conventional advertising.
Audi already uses a range of non-traditional media. It offers company information through podcasts, runs a dedicated digital TV channel and sponsors the private lounge of Manchester United manager Sir Alex Ferguson at the football club's Old Trafford ground.
Last year, for the launch of its RS4, Audi commissioned a graphic novel, adapted it into a short film, then sent it to reviewers and blogging sites.
Audi's share of the UK new-car market was 4.02% to the end of August 2006, up 9.49% on the previous year. It sold 601,500 cars worldwide in the period.
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