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Sony launching e-charity venture – Web site banks on celebrities

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Allstarcharity.com, an online venture that Sony Music Entertainment will launch this spring, aims to use celebrities to generate charity.

Dnations rasied at the site will go to charities designated by the participating stars. The venture plans tp register as a private foundation under section 501(c)(3) of the Internal Revenue Code.

Sony has created an advisory board for the new venture. The board consists of eight entertainment, business and Internet leaders, including actor Michael Keaton, New York Times film critic Elvis Mitchell, and Credit Suisse Digital Media banking director Rob Wiesenthal.

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