The Nectar Music Store, which will be accessible through the Nectar home-page later this month, will be supported by celebrity-backed ads in September.
They will star a major recording artist, yet to be disclosed.
Nectar is the first loyalty card scheme to offer music tracks in exchange for points. Card-holders can redeem points on purchases of bundles of songs or albums; a 30-track package, for example, will cost 2900 points.
The activity marks a growing focus on digital by Nectar, which is run by the Loyalty Management Group. The online music store was developed by Hip Digital Media, which has worked with its Canadian owner Aeroplan on a number of online initiatives in Canada.
Nectar launched a multi-media campaign this month offering cardholders the chance to win a holiday every day in July by using their Nectar card. The 'Swipe for sun' activity, featuring Penny Lancaster, is Nectar's first celebrity-backed work.
The brand relaunched last year to shed its image as a discount programme and reposition as a rewards scheme. The shift was promoted by a £7m campaign and activity by Nectar's partners.
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