Yesterday, Today, & FOREVER The King of Pop

Michael and Sony search for unsigned acts online

Sony ATV, a partnership
between Michael Jackson and Sony have partnered with Sony’s phone company, Sony
Ericsonn to create a new promotional space for breaking new and developing
artists called ‘M-BUZZ’.

Is the ‘M’ for Michael? who recently
travelled around Kinsale in Ireland, potentially house-hunting in an area
famous for it’s reclusive celebrity residents.

Even more interesting is
the shift from "signed" artists towards "un-signed"
artists. More and more audience are shifting from what they are told to like by
the industry to what they truly like, recommended by friends or found online.

“Sony/ATV Music Publishing is always looking for new and compelling ways to
promote our artists and song writers,” said David Hockman, Chairman and CEO of
Sony/ATV Music Publishing. NewsCorps MySpace, BT’s Digital
Music Awards, Coca-Cola iTunes and others are alsolooking at new and
emerging entertainment artists. What will this mean for the future of the music
industry? Has it finally woken up to the fact its audience has moved on, even
if they havent? Will Robbie Williams need to get a mortgage?

M-BUZZ will enable music fans everywhere to
experience featured artists’ full tracks, videos, biographies, gig schedules
and other content, allowing them to check out tomorrow’s stars up close and
Sony Ericsson also announced today that it has entered into a ground breaking
partnership with Sony/ATV Music Publishing. M-BUZZ will initially showcase a
limited number of artists and bands each month hand picked from the Sony/ATV’s
worldwide roster. It will initially offer content for download to the phone
with new commercial aspects being developed later as additional features are
incorporated into the M-BUZZ space.

“M-BUZZ is all about breaking new artists; it’s about giving tomorrow’s stars,
the artists that have not yet been picked up by major record companies, the
exposure they deserve and the possibility for them to reach a wider audience.
Sony Ericsson is very excited to be providing this new stage and taking on a
more active role in the music industry going forward. Music is about
innovation, creativity and change, and with the addition of M-BUZZ we will
broaden our already wide music offering even further at the same time as we are
allowing people to discover fantastic new music that otherwise might pass them
by,” explains Martin Blomkvist, Head of Content Acquisition and Partner
Management at Sony Ericsson.

According to Sony, “Today’s announcement is another great example of the
cooperative spirit that exists between Sony Ericsson and other Sony Group
companies, which gives us a unique opportunity to bring appealing, innovative
content to our mobile phones,” says Miles Flint, President of Sony Ericsson.
“M-BUZZ enables music fans not just to hear new, unsigned acts, but also to
find out more about the musicians through interviews, home movies and more,
creating a new mobile music experience.”

“This partnership with Sony Ericsson gives our musicians and writers
unprecedented exposure to music fans around the world, and we are very pleased
to join with Sony Ericsson in bringing this unique music channel to consumers.”

“We are thrilled to be partnering with Sony Ericsson to provide our artists and
songwriters the opportunity to have their music heard by Sony Ericsson’s many
millions of global customers,” said Lauren Berkowitz, Vice President of Global
Digital Business for Sony/ATV Music Publishing. “When it comes to breaking new
and developing artists in the digital age, music publishers are in a great
position to lead such initiatives, as we frequently work with artists very
early in their careers, usually well before they have been heard on a larger
The first phones offering M-BUZZ will be the W850 and W950 Walkman® phones
announced earlier this year and scheduled to ship in European, Asian and Latin
American markets during the second half of 2006.

Artists on M-BUZZ at launch will include Kish Mauve, Embassy, Dirty
Perfect, FKLV, Iggy, The Head Set, Bobby Kray, Anjulie, Lights and Monte*Rosa.
will go live on October 2 and downloadable content will be made available, in a
phased approach, in 20 markets which already offer secure full track
over-the-air music download services through Sony Ericsson’s PlayNow™ service.

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