If you knew American Idol, you would know Simon Cowell. If you know Simon Cowell, you would know that he is deeply associated with Syco Music, a Sony Music division that deals with and finds their artistes in through reality TV.

We heard from the news-vine that the Simon Cowell company is launching a new act called Labrinth. What is significant about Labrinth is that, unlike other artistes signed under this label, the act is not founded from a reality-TV show. They have officially launched the digital campaign and (surprise, surprise) it includes a QR Code. A simple one that leads to the act's website, but a QR Code nevertheless.

For those who are unsure about what QR Codes are, here is a short explanation. The QR Code system have been in use in Japan for a decade and in the modern Japanese society today, QR Codes is as commonly used as the cell phone. The black and white mish-mash of squares may look odd but it can contain more information than the conventional barcode system that we have on our packaging these days. Some reports say that QR Codes MAY replace the conventional barcoding system we are using. That remains to be seen but we are pretty excited about the notion.

So, the label's set up a website specifically for Labrinth and developed a QR Code that, when scanned, leads mobile phone users to the Labrinth website. How do we find the QR Code? Well, for now, there is clear intention to print the QR Code on outdoor media like posters, print-outs and handouts, car stickers and the like. Not only that, the QR Code will be used on online social networking sites as well, not to mention YouTube too since YouTube is a fantastic promotion vehicle for entertainers.

It was reported that the reason behind their digital campaign is so that they get directly to their intended target market – the young, the hip, the digitally connected modern people. Young, modern people spend more time on the internet or on their mobile phones than they do sleeping.

The head of media from Syco Music said that they are keen to exploit progressive technology that can help their talents.