MySpace's music service will be sponsored by Sony Pictures, State Farm, McDonald's and Toyota, Jeff Berman, MySpace's president of sales and marketing has announced, AdWeek reported Monday. The destination will be linked to News Corp.'s MySpace for “some functionality,” but it may also be used as a separate resource by those who are not part of the social network.

The new service will have the characteristics of an Internet community instead of a mere music source, and although ads will sponsor live streaming of songs, users may be charged for downloads, Berman said.

"We haven't made just a commercial deal with the labels, but a joint venture, so they are invested in our success," Berman said, according to AdWeek.

“Platinum” sponsor companies will be integrated into a number of MySpace Music projects, reported AdWeek. For example, McDonald's will sponsor free music downloads and would be featured alongside MySpace Personal Music Player customisation tools.

According to AdWeek, insurance company State Farm's name will show up throughout the music player and playlists and it may even join MySpace Music in NowWhat.com, its own content-providing site. Meanwhile, Toyota intends to sponsor “Toyota Tuesdays.”

Sony Pictures will launch a campaign for its October release of Nick & Norah's Infinite Playlist, since the MySpace deal will permit users to add whole playlists to their profiles, instead of the one song maximum that is allowed right now. Messages announcing the release will be featured on user sites. A “homepage roadblock” for the film will also be featured on the MySpace Music homepage.

MySpace Music will be promoted through MySpace's 198 million global user network, as well as through offline marketing, said Berman. It is scheduled to be launched in upcoming weeks, AdWeek reported.