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The concepts were created by Emap2, the cross-media and bespoke advertising arm of Emap, in collaboration with Mediaedge:cia and Sony Ericsson's creative agencies, Brando and Iris. The new activity follows on from the "Soundtrack to your life" campaign run through Emap2 last year.

David Hilton, head of marketing at Sony Ericsson UK and Ireland, said: "Following the success of last year's campaign with Emap2, we were committed to working together again and to look at the creative possiblities for Sony Ericsson this year."

The three different campaigns -- "My music mate", "Greatest unheard artists" and "Kiss my mix" -- will run across print, radio, TV and online and are designed to encourage consumers to visit dedicated microsites.

"My music mate" will offer recommendations on music to download, gigs to see and competitions to win music-related prizes. It will run in FHM, Heat, Grazia and More from July to November, on the Big City Radio network for 32 weeks and on Emap and Sky's music TV channels from June to May.

The "Greatest unheard artists" activity celebrates unknown artists who got lost in an era and should have achieved more recognition. It will run in Q and Mojo magazines, on Q and Mojo radio and on Q and The Hits TV channels.

The "Kiss my mix" activity involves Sony Ericsson sponsoring a new Kiss programming strand from June 2007, which enables listeners to choose the next song between 2pm and 3pm every weekday.

In addition, Kiss TV will run ads encouraging viewers to visit a Mixcast website, which will allow them to download raw beat tracks and use them to create their own mixes, which may be played on Kiss radio.

Rob Tomalin, head of Emap2, said: "This delivers Sony Ericsson with innovative, tailored executions that clearly targets the different types of music consumer."