SONY BMG Music Entertainment UK and O2 recently announced the launch of the first major record 
label supported on-line mobile music store in the UK. The shoppe, called My Play, is available exclusively through O2 Active and is powered by the multimedia publishing platform GoMedia. It brings together the full range of mobile music products--- videos, full track audio and realtones onto one store. It has a simple user interface that will let you access the store simply by clicking on artist microsites as a gateway into the store. The shoppe is now live with videos priced fully inclusive at £1.50, tones at £3.50 and full music tracks at 99p. Artist micro-sites will rotate based on SONY BMG’s release schedule.
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