The deal will help EMI to exploit new - and monetisable - ways of building fan engagement on Facebook artist pages

The first fruits of the deal are a Professor Green "Inconvenience Store" app that operates directly from the UK rapper's Facebook page.

Users can either buy "Greenbacks" or earn "Greenpoints" by watching artist videos, answering trivia questions and engaging in other aspects of Green's digital life. These are then redeemable for virtual goods.

"EMI Music is always looking to ...