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.