ViTrue, a user-generated advertising platform that considers itself “brand-safe,” has partnered with Viacom’s VH1 to create a user-generated music video site.

The new site, talentload.tv, will allow users to create and upload music videos using ViTrue’s platform and tools, iMedia Connection reports. The site “empowers us to collaborate with our audiences and have them contribute to our network and our partners’ properties in ways never before possible,” VH1’s Fred Graver is quoted as saying.

VH1 has used talentload.tv in previous promotions, partnering with Warner Brothers to hold a songwriting contest to promote the film Music and Lyrics, starring Hugh Grant and Drew Barrymore, to be released Feb. 14.

The campaign has already generated over a million pageviews and 400 original, user-generated love songs.