Video Walkman in MySpace push

Sony is to launch a customised community on MySpace to promote its Walkman Video MP3 player.

The site, which launches on 18 May, will be based around an online
dance-off. Users will be asked to submit video clips of their dance
moves; each week judges will reward the best dancers with an MP3 player

loaded with tracks from MySpace's unsigned artists hub.

Brand communities are a growing revenue stream for MySpace. Brands
including Lynx, ghd, Adidas and Reebok have used the social-networking
site, which promotes itself as a way to generate 'two-way communication
between the brand and the user'.

MySpace has established itself as a hub for unsigned bands as well as
promoting cult bands such as The Gossip via MySpace Secret Shows and has
found itself used by more and more music and technology brands.