Universal Music Australia has launched a new music portal on the Australian version of online auction giant eBay.

The new music platform at http://play.ebay.com.au/ allows users to click through to buy or stream digital tracks via Universal Australia's GetMusic download site.

George Ash, managing director of Sydney-based Universal Music Australia, described the partnership as a "match made in heaven." And with five million monthly Australian visitors to the eBay.com.au, Ash anticipates a strong demand for digital music. "Music is one of the highest searched topics on the Web and the opportunity to help eBay.com.au connect their members with their favorite acts, is without precedent," he said.

Deborah Sharkey, managing director of eBay Australia and New Zealand, added that the launch of the music portal means "that members are able to access digital versions of a vast array of their favorite songs at a low price."

The top-ranked digital songs currently presented at the eBay portal include "Eminem's "We Made You," A.R Rahman and the Pussycat Dolls' "Jai Ho!" and Taylor Swift's "Love Story."

GetMusic has also licensed music from Sony Music's repertoire. In the early days of Universal's new offering with eBay, the Beyonce track "Halo" and Bob Dylan's new album "Together Through Life" are given priority treatment.

Universal Australia relaunched Getmusic.com.au in January 2009 as a one-stop online store for the music major's digital content. The service also carries music news, tours and reviews, and offers competitions and specials to its members.