Following the first round of activity with pop-up music studios in Sydney and Melbourne, the focus for the second campaign has shifted into the digital arena, with creative and media integrations across a variety of social media platforms including YouTube, Facebook and Twitter as well as core online music properties the 2Day Network and the Sound Alliance network.

“In strategy and implementation we focused on aligning ourselves with content and shared experiences – mixing maximum impact with campaign longevity” says Alana Saphin of Match.

A key feature of the digital strategy is a “Fan Video” application which allows music fans to “put themselves in the picture” and features major music artists such as Alicia Keys, 50 cent, David Guetta, Florence and The Machine. The “Fan Video” can then be shared with friends across social networks.

As MySpace marketing and communications director, Anthony Kelaher explains: “The second phase campaign for MySpace Music sees MySpace using other social networks as important content distribution platforms and channels through which to engage consumers with the new music product. The new MySpace Music application allows users to sign in using both MySpace ID and Facebook Connect.”

Since launching in Australia in October 2009, MySpace Music attracted over 2.38 million unique users in December 2009.