Sony Ericsson today announced a new promotional space for breaking new and developing artists called M-BUZZ.

To maximize its reach, the new M-BUZZ initiative will use both Sony Ericsson’s established PlayNow service, which has been enhanced to include full track music and allows consumers to download music to Sony Ericsson phones in just 4 clicks, and the web. 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 personal.

Sony Ericsson also announced today that it has entered into a 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.

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.

“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.”

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.

M-BUZZ website 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.