A Japanese artist has scored a massive hit to become the world's biggest selling digital single star.

Udata Hikaru 's Flavor of Life [sic] has now topped 7.7 million sales across all digital formats - from ringtones to DRM-free downloads, ring videos to full track mobile downloads.

The succes of the song - which beats the previous 4.5 million sales record - is partly down to the fact that it's been played in its entirety at the end of a popular Japanese TV programme. EMI Music Japan had also been drip-feeding eager music buyers with the song in different digital formats for weeks before the physical single went on sale at the end of February.

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The record giant then capitalised on that release's success by enabling bloggers to add a video tag of the song to their websites - this led to the video being viewed more than 600,000 times in a single month, according to IFPI .

EMI Music Japan now says it hopes to repeat the Hikaru's success with other releases in future. A spokesman spokesman says:

"We will continue to deliver our artists' music in a variety of product types that is as diverse as consumers' needs. There will be more and more cases like Utada Hikaru where hits come from a coordinated approach to physical and digital releases."

So that's good then.