MySpace Music hires Bulldozer Inc for Australian launch

The business win follows a three-way pitch that included two other undisclosed agencies. Australia is the second market launch for MySpace Music following a launch in the US last year. The first campaign is set to roll out next week in Sydney through online media.

Andy McKeon, founder and executive creative director of Bulldozer, said one of the biggest focal points of the campaign is to significantly differentiate MySpace Music from Facebook and Twitter. “Facebook is a way for people to connect with those they know. MySpace, especially its music offering, is a way to connect with people, bands andcelebrities,” said McKeon.
Creating awareness of MySpace Music being an 'outward-reaching' portal for music lovers is crucial for the launch.

MySpace Music is a joint venture between EMI, Warner, Sony and Universal Music. The account is said to worth US$3 million in media and marketing. 

Bulldozer recently won the Kettle Chips business and released a campaign in Australia.

The UK is said to be the next stop for MySpace Music with BBH taking the account at the beginning of this month.