Sony and O2 launch MyPlay online music store

Sony BMG Music Entertainment and mobile operator O2 are launching an online music store today (August 7). It is the first site to be supported by both a major label and a mobile operator.

MyPlay will be available exclusively through mobile internet service O2 Active and is powered by multimedia publishing platform GoMedia. It provides mobile music products such as videos, full track audio and realtones. Consumers will be directed to the store by clicking on artist microsites.

O2 marketing director Sally Cowdry says the move is “further testament” to O2’s strategy to work with partners to create new products and services.

Sony BMG music Entertainment UK chairman, Ged Doherty, says the service brings the artist and consumer together and, “being mobile”, it allows the connection to happen immediately.

Artist microsites will rotate in line with Sony BMG’s release schedule. GoMedia is part of Mormac and has worked with both O2 and Sony BMG in the past.

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