Sony Ericsson unveiled the next stage in the evolution of PlayNow arena, its popular over-the-air (OTA) download service. At the MIDEM conference in Cannes, Sony Ericsson announced deals with 10 major record labels, adding over 5 million new tracks to its extensive catalogue. Sony Ericsson also unveiled the design and URL for PlayNow arena and launched PlayNow Uncut, (formerly M-Buzz(TM)) a music promotional space for new, unsigned and developing artists.

Sony Ericsson announced partnerships with 10 of the largest international and regional music labels including: Sony BMG, Warner Music Group, EMI, The Orchard, IODA, The PocketGroup, Hungama, X5 Music, Bonnier Amigo and VidZone, adding over 5 million new tracks to PlayNow arena.

Sony Ericsson is currently negotiating further deals with a host of regional labels to further broaden the variety of music available and bring a wealth of localised content direct to the consumer.