BIG ADVERTISERS LINE UP FOR SPACE ON ...

Technorati - MySpace is busy lining up advertisers for its MySpace Music joint venture with the major labels ahead of the service's launch.

The company late yesterday unveiled new relationships with Toyota, McDonald's, State Farm and Sony Pictures among the initial sponsors for the music destination.

"Advertising is key to this business model," said Jeff Berman, MySpace's president of sales and marketing, acknowledging that ads will be one of the biggest ways the social networking giant and its label partners make money from the venture at the beginning.

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