Sony BMG is involved in a music campaign intended to make time fly for airline passengers waiting for their plane.

Visitors to the Dixons electronic goods retailer at London Heathrow Terminal 1 can plug into a new service which powers-up and loads content onto a range of Walkman Video or Walkman Photo MP3 devices.

The in-store unit will offer Walkman buyers up to 15 free music downloads and five music videos. The View, the Zutons, Newton Faulkner, Calvin Harris, Good Charlotte are the Hoosiers are among the participating artists.

"This is putting a service exactly where it is needed," comments Alex Vlassopulos, business development manager, Sony BMG, in a statement.

"A great number of music devices are sold every year at U.K. airports," Vlassopulos adds, "and giving consumers the chance to power them up and start downloading content onto them at point of purchase, all in just a few minutes is a real benefit."

If deemed successful, the joint trial between Dixons, Sony U.K. and Sony BMG Music Entertainment will be rolled out to 20 further Dixons Tax Free stores in similar locations.