R&B pianist, John Legend is turning to Madison avenue to leverage his still untitled album, slated for September release. seeking non-traditional advertisers to power . During a private listening party for Billboard magazine at New York’s Legacy studio’s Legend announced that he is meeting with several advertising firms to discuss new promotional strategies for upcoming new LP.

“I want to go beyond what the label machine always does and think of some cool ideas,” said Legend, who declined to name the ad agencies he’s meeting with. “Labels get into a creative rut. I want an ad firm that launches other products to use their knowledge to launch my music. It’d be cool to get ideas from a firm that can still reach my marketplace. We’re taking proposals now so as soon as we decide on one we can decide the launch date and direction.”

Salute to Legend. I know some members of The Nation will say what they will about the guy and his music however this move shows tremendous initiative. Legend’s 2004 debut, “Get Lifted” did well sellling more than 2.1 million units but his music has yet to establish an identity or format. By linking with a trained marketer it may help focus his promotional efforts to gear towards a yet-to-be targetted audience. His boy, Kanye West has always been very ad/marketing focused and perhaps that influence had worn off.

Here is John Legend’s preliminary track list:

“Green Light” feat. Andre 3000
“Satisfaction”
“Everybody Knows”
“No Other Love”
“Cross The Line”
“This Time”
“Good Morning”
“Aim High”
“It’s Over” feat. Kanye West

Billboards.biz