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MySpace Music Debuts With
Blue-Chip Sponsors
Gavin
O'Malley
MediaPost
September 26, 2008
MySpace late Thursday night debuted its ad-supported
free on-demand streaming music and video service,
MySpace Music.
With Amazon integrated as its download store, and
sharing and discovery tools like shareable playlists,
the long awaited service eventually plans to offer
consumers a one-stop-shop for artist ring tones, songs,
merchandise, and concert tickets.
MySpace Music is a joint venture with all the big four
labels, including EMI Music, Sony BMG Music
Entertainment, Universal Music Group, Warner Music Group
and Sony ATV/ Music Publishing. The service is also
supported by The Orchard's entire catalogue of
independent digital music.
Analysts appear generally bullish on service. "MySpace
has a good track record in building a platform for indie
artists, and delivers the audiences," JupiterResearch
analyst David Card wrote in a blog post this week. "And
MySpace has already proven itself as a leading online
site for music info, discovery, and listening."
But, added Card, "MySpace Music isn't quite as rich an
offering as Rhapsody or Napster (yet?) though it may
appeal to aficionado audiences as well as younger fans."
Industry data also supports the success of MySpace's
strategy. A majority, or 51% , of the best teen music
fans use social networks to find out about
entertainment, and 35% use them to listen to music,"
according to JupiterResearch.
Also working in MySpace's favor, according to Card, is
its massive ad sales force, which will be aggressively
pushing sponsorship deals on the platform.
MySpace Music's four premiere launch sponsors include
McDonald's, Toyota, State Farm and Sony Pictures.
McDonald's, for one, will have a presence on MySpace
Music's personal music player giving away a variety of
free music downloads. Separately, to promote the opening
of Sony Pictures' comedy "Nick & Norah's Infinite
Playlist," the movie studio will be skinning all MySpace
Music users' profile playlists for an entire week with
branding from the film.
State Farm will have rotating ads among all pages
including the Featured Playlist, the Personal Music
Player, and MyMusic where members go to create and edit
playlists.
Finally, with "Toyota Tuesdays," the auto company will
offer free music downloads and have a strong presence on
MySpace Music'siPersonal Music Player every Tuesday for
a year.
This first phase of the new MySpace Music includes a
MyMusic personal music management toolset; free and
unlimited ad-supported, full-length audio streaming; and
free and unlimited playlist functionality.
Additionally, users will have access to free discography
and content catalogues for Sony BMG, UMG and WMG
artists; DRM-free MP3 music e-commerce downloads powered
by Amazon; and MP3 Ringtone e-commerce powered by
Jamster.
The service, meanwhile, does not off for-pay on-demand
subscriptions, a radio-like offering, free
iTunes-compatible downloads.
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