Online media company Que Pasa Medi yesterday launched the first phase of its consumer website, burnitblue.com.

It plans to fully launch the dance music website, targeted at 16 to 34-year-olds, at the beginning of December.

In addition, Que Pasa is planning to set up a sales network for other youth-focused music sites, on which Que Pasa Media will sell advertising and sponsorship.

A cross-media campaign, handled by Naked Communications, Mother and specialist music buying agency MJ Media, is to support the launch.

Burnitblue will be advertised in the dance music press and through posters, student and online media and club promotions.

Que Pasa was set up by a team of former youth publishers, including Mark Maddox, former managing editor of music publisher DMC, who is chief executive officer.

Nick Green, previously at the Guardian's New Media Lab (the precursor to Guardian Unlimited) and DMC, is creative director.

Hugh Burrows, formerly music advertising director at Emap, is commercial director.

The company is seeking new backers, having received seed funding from incubator Brainspark. increasing. Last week, United News & Media's new media division, Xilerate, bought a 46.5% stake in clubbing portal Spaced.