So O2 is the latest mobile company to launch itself a music store although they’ve managed to look really important this time by doing so in conjunction with Sony BMG, making them an “artist led music store” whatever that means.
Well, actually I can tell you what that means but it isn’t half as non-corporate, free and equitable as it sounds. The store’s called My Play. It’s accessible through the O2 Active portal and the “artist led” part is because you navigate to an artist’s microsite, within MyPlay, and you’ll find all their tracks (99p), videos (£1.50) and realtones (£3.50), if you happen to be a teenager.
The store goes live today and in fact, it is live. Go and see or sit and look at this picture of A Tribe Called Quest looking back at you. I think that’s camo paint and not a group birthmark.
There don’t appear to be any album downloads as yet but otherwise it’s looking very similar to Vodafone Music. You may not be interested in this new development but there’s a very frightening reality that one day, people might actually have to buy music – you know, like pay for it with money and stuff – so worth keeping on eye on who it is that might eventually gain your custom.