MySpace brings inaugural advertisers for new music platform


Mumbai: Social networking website MySpace has brought on board brands like McDonald’s, Sony Pictures, State Farm and Toyota as the first four integrated sponsors of MySpace Music.

"MySpace Music is our biggest initiative since we launched MySpace itself. With MySpace Music integration, premium brands are offering our users and their customers’ new ways to discover, experience, and share music online and offline," said MySpace president of sales and marketing Jeff Berman.

MySpace Music is the first industry-wide music solution that has secured partnerships with Sony BMG Music Entertainment, Universal Music Group and Warner Music Group to create an e-commerce platform based on the users’ ability to discover, share, and socialize through the medium of music.

McDonald’s integration on MySpace Music also includes presence on MySpace Music’s personal music player, which gives users unique tools and applications they can’t find on any other music program. In addition, the company is sponsoring a variety of free song downloads on the site, enhancing users’ music experience and providing them with the opportunity to discover and listen to new artists.

"We’re excited to be a part of this innovative new music platform that allows us to connect with customers in a unique and relevant way. This venture provides customized tools and applications to a large, passionate audience, helping them to discover, download and enjoy the music they love," said McDonald’s USA marketing director Anja Carroll.

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. This is an unprecedented MySpace ad campaign whereby all users, upon login, will be automatically presented with a Nick & Norah appropriately-themed skinned playlist, creating an opportunity for users to engage with the movie’s MySpace profile page. Sony will also be taking out roadblocks on MySpace Music’s homepage.

State Farm insurance company will have a much more overarching brand presence on MySpace Music. With no dominant real estate in one particular area of the site, State Farm will have a rotational presence among all pages including the Featured Playlist, the Personal Music Player, and MyMusic where members go to create and edit playlists.

On the other hand, Toyota’s partnership with MySpace Music will help the company engage with music fans across a wide variety of genres. With Toyota Tuesdays, the company will offer free music downloads and have a strong presence on MySpace Music’s Personal Music Player every Tuesday for a year. The Personal Music Player, also referred to as the "online jukebox," is found by popping out any playlist. Toyota will also have a presence on the Featured Playlist page, which helps music fans discover new tunes recommended by their favorite celebrities and artists.

"This opportunity lets us engage with a wide array of customers in an authentic way through their music interests and passions," said Toyota corporate manager marketing communications Kim McCullough.