MUMBAI: Inspired by the edgy, pop culture cool of manga and anime, rock singer/songwriter Avril Lavigne has used both mediums in a new business surrounding her latest CD release, The Best Damn Thing.

She not only penned her own manga but also developed animated manga shorts that will air on Anime Network mobile offerings.

Lavigne‘s new cross promotional relationship with Anime Network is part of a multimedia project developed by her management company Nettwerk and Sony BMG to extend both the reach and brand value of the popular Grammy Award nominated artist. Under the terms of the agreement, ADV Films of Japan promoted the artist‘s new 17 April CD release and Make 5 Wishes manga series across its Anime Network and Newtype USA, the premier anime and manga monthly magazine.

In exchange, Lavigne will provide ADV Films with broadcast and mobile distribution rights to the animated manga shorts. Additionally, the rock star will provide online advertising, record promotional IDs and sign copies of her manga and CD for online sweepstakes and giveaways. The deal was orchestrated by Index Global Rights, a digital media consultancy based in New York and Tokyo.

Both the manga series and the music videos deal with an introverted teenager, Hana, whose life is changed forever when she meets her hero Avril Lavigne and, through her, finds the courage to conquer her own personal demons. Bringing the manga series to life, music videos incorporating songs from Lavigne‘s new CD release The Best Damn Thing with animations from the manga series, are available to view and/or download at $1.99 per episode online through the website, www.make5wishes.com and Nettwerks‘ website.

The project features writing and production collaborations between Lavigne and Dr. Luke (Lady Sovereign, Pink), Rob Cavallo (Green Day, The Goo Goo Dolls), Butch Walker, and her husband Deryck Whibley of the platinum selling band Sum 41. Among the titles included in the new CD and featured in the manga-based animations are the hit song Girlfriend, Everything Back But You and I Can Do Better. New music video animations are released weekly on the Make5wishes.com website.