The pornography site is penetrating the music industry. Pornhub

Adult entertainment company Pornhub is venturing into the world of music with the launch of its own record label, Billboard reports.

The pornography giant has unveiled Pornhub Records, a new business that is likely to help the company transform into a multimedia brand.

But don't expect the label to sign the likes of One Direction because Pornhub Records is targeting a more mature audience.

"We've always seen a strong music presence from the beginning of Pornhub," said Matt Blake, head of PR and marketing.

"Artists upload their own stuff, like uncensored tracks and R-rated versions of songs. Some people come in and upload exclusive videos, so it creates a buzz for them."

It has already begun its search for an official anthem with a song serch contest. The winner will receive $5,000 (£3,062) to make a music video and has a guaranteed minimum of 500,000 video views.

"We're looking for acts that aren't necessarily porn-focused," says Price. "We're an ad-based network looking for content that appeals to our demographic. Mature lyrics for an adult audience; no boy bands or teen-pop, for instance."

PornHub first dropped hints about the new venture in July when rapper and pop culture icon Coolio releasing a new song and video through the website.