Big Brands Get Onboard The MySpace Train
September 15, 2008 at 4:52 AM (PT)
SONY PICTURES, MCDONALD'S, STATE FARM and TOYOTA have signed on as platinum sponsors of MYSPACE MUSIC, Pres./Sales And Marketing JEFF BERMAN told ADWEEK. The e-commerce music venue is slated to launch in the next few weeks. It will be integrated with MYSPACE proper for some functionality, but can also be used as a stand-alone resource by those who are not members of the NEWS CORP.-owned social network.
One key reason BERMAN believes that MYSPACE MUSIC will succeed is the "social filter on top of it," making the service more like an online community than simply a source for music.
BERMAN drew a distinction between the site's relationship with the music labels SONY BMG, UNIVERSAL and WARNER and the new sponsors. "We haven't made just a commercial deal with the labels, but a joint venture, so they are invested in our success," BERMAN said. Platinum-sponsor brands, on the other hand, will be integrated into various MYSPACE MUSIC programs. For example, MCDONALD's will sponsor free music downloads and have a presence among the customized tools on the MYSPACE Personal Music Player.
BERMAN said MYSPACE MUSIC would be marketed via the MYSPACE network of 76 million domestic and 122 million worldwide users and through some "offline marketing as well," though he declined to disclose details of the future campaign.