After previewing Heavy.com's slate during its "digital upfront," Virgin Mobile has agreed to sponsor the Heavy.com series "Behind the Music That Sucks," among others, writes MediaPost. As part of the deal, the series channel will include Virgin branding, and Virgin Mobile subscribers will be able to preview new episodes.

Heavy.com's co-CEO Simon Assaad said the upfront process was used to generate competition for ad inventory. Virgin Mobile's VP of brand and communications Bob Stohrer is quoted as saying the process was not like a TV upfront - "it was more just an aggressive effort on their part to get out and meet with sponsors, and figure out how to best involve them with their properties."