Paid Inc., developer of software for eBay, is further differentiating itself from other auction-management services by continuing to grow its Celebrity Services division, which develops celebrity Web sites and ecommerce storefronts. The company announced Monday it has retained Keith Garde, principal of PKA Management, on a consulting basis to serve as strategist. Garde will be responsible for bringing new music and entertainment artists to Paid; forging relationships with radio stations, record labels, retailers, and other entertainment entities; and creating strategic marketing and fan management programs. He will also act as chief liaison between Aerosmith and Celebrity Services.

Greg Rotman, CEO of Paid, said the company is teaming with key executives who have extensive connections in the entertainment industry to help "deliver fan club management, online merchandising, fan experience programs and events, premium ticket packaging management, promotions and web site development for celebrities."

Celebrity Services currently hosts 19 celebrity web sites and has 30 under contract. The division offers a fully integrated business model that includes celebrity representation, marketing, endorsements, memorabilia sales, Web sites and appearances

Paid changed its name from Sales OnLine Direct Inc. last year. Its Rotman Auction division is an eBay Platinum Powerseller that sells thousands of items on eBay, primarily sports, Hollywood and Americana memorabilia. Paid launched its eBay auction-management software in 2001.

http://www.paid.com