On the heels of Vodafone’s new music store yesterday, O2 is itself doing a new music play of its own, and with SonyBMG the only label on board. It’s added My Play to its O2 Active portal - a service powered by Momac’s GoMedia that offers videos, full-track downloads and realtones in a store. What’s so different? O2 says users get to music “simply by clicking on artist microsites as their gateway into the store” - ie. it’s artist-led.

Sony (NYSE: SNE) BMG Music Entertainment UK chair Ged Doherty: “The exciting thing about this service is that its artist micro-sites (bring the artist and consumer closer together).” Track purchases are eligible for the music charts and are £0.99 ($1.93), or videos for £1.50 and tones for £3.50. The store will spotlight new Sony BMG releases.

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• Vodafone Launches Another Mobile Music Download Store