Music label Island Records will run a six-week campaign on the service, which allows users to view and share video clips, while chatting on Live Messenger. The drive will promote the latest Fratellis album, with pre-roll videos, logos and banner ads.
Twentieth Century Fox has also signed up to run a global push.
Channel 4 will provide TV clips for Messenger TV drawn from programmes such as Peep Show and Shameless. Microsoft also has content partnerships with EMI, MTV, ITN and Reuters.
Microsoft is keen to tap into the financial potential of Live Messenger's 14m UK and 240m worldwide users.
Last September, it launched an updated version of its MSN Video service, to tap into the burgeoning online video market.
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