Muzu.TV features the largest catalogue of legal music videos on the web and includes a Video Jukebox function, allowing users to create and edit their own playlists.
The win adds to the agency's portfolio of digital brands, which includes online auction site eBay and travel agency and e-tailer lastminute.com.
The agency has been charged with raising awareness of Muzu.TV, while driving traffic to the site and increasing sign-up.
Chris McCafferty, director, Shine Communications said: ‘Shine will be helping Muzu.TV take on YouTube. It's our job to help them grow traffic and revenues.'