Toyota's MySpace page serves as central casting, a place where musicians and bands can submit an original song for the opportunity to score a recording contract with MySpace Records.
Toyota has made music central to its brand efforts for years. The company has been a big sponsor at the SXSW festival and supports its Tundra pickup truck with sponsorship of the Brooks & Dunn duo's country-music tour. On its MySpace site, Toyota hosts "Toyota Tuesdays," whereby the company gives away free downloads on that day. Toyota also sponsors the Toyota Concert Series on "The Today Show" in New York's Rockefeller Plaza and The Stagecoach Music Festival in Indio, Calif., among other events.
As part of the deal with MySpace, artists who submit an original MP3 demo can also create a "widget," a viral rich-media component shaped like a demo tape that MySpace users can add to their profiles and use to post comments on the Toyota Music profile.
In July, MySpace Records will select five finalists who will be featured on the Toyota Music profile, and the MySpace community will vote to select the winner. The five finalists will receive a media allocation to promote themselves with My Ads targeted advertising throughout MySpace.
The "Rock the Space" winner, announced in September, will get a recording contract as well as a $10,000 musical instrument prize package provided by Fender. The winner's song will also be available for download on the MySpace Music Home Page. The four runners-up win a MySpace
Records Development Deal friends package.
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