U.K. mobile operator O2 is partnering with Sony BMG on what it claims is the first operator-supported major label mobile music store.

My Play will be available exclusively through the web portal O2 Active and it will offer videos, full track audio downloads and realtones. The service will not boast a vast catalog of tracks, focusing instead on a few Sony BMG artists each month.

Launched today (Aug. 7), the service allows users to click on artist microsites as their gateway into the store; the sites will rotate in line with the major's release schedule. Full music tracks cost £0.99 ($1.92), videos are £1.50 ($2.91) and master ringtones are priced £3.50 ($6.80).

"This is the first joint venture retail partnership between a major label and an operator and is further testament to O2's strategy to work with the best partners to create products and services that will enhance the customer experience, " said O2 U.K. marketing director Sally Cowdry in a statement. "Joining forces with such a leader in the music space will bring our customers an in-depth music service with the most popular artists available straight to their mobile."

My Play is Sony BMG's first major digital music initiative in the U.K. since it was announced on Aug. 6 that the major will de-merge and become Sony Music Entertainment, subject to regulatory approval.

"It's never been more important to think of ways in which best to bring the artist and consumer closer together," said Sony BMG Music Entertainment U.K. chairman Ged Doherty in a statement. "The exciting thing about this service is that its artist micro-sites do exactly that, and being mobile, it enables the connection to happen immediately.

The My Play store is powered by the Momac multimedia publishing platform Go Media. O2 U.K. is based in Slough and owned by Spanish telecoms giant Telefonica.