Two million of MySpace's 65m users are based in Britain -- a London office and UK-focused entertainment and music initiatives will launch within months.
One of the first British-oriented initiatives will be to showcase Gnarls Barkley's debut album 'St Elsewhere' at myspace.com/gnarlbarkley, three days before it goes on general sale.
Edelman will have to ensure that MySpace's underground cache is retained, avoiding speculation that its ownership by News International will make it more "corporate".
Freuds' hire comes amid controversy over risqué content, concerns about children's safety and copyright issues.
Edelman, Freuds and MySpace declined to comment.
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