Rumours that Google has been engaging music labels with a view to launch its own music store have been given a significant boost after Google’s SVP of Mobile Andy Rubin said the company is close to unveiling its iTunes rival but adds it will “have a little twist” at AsiaD, AllThingsD’s conference in Hong Kong.

Google has already launched Google Music, allowing users to upload their music collections into the Cloud to playback via their smartphones, tablets and computers whilst on the move. However, Google looks to be readying its own store that would give it a chance to rival Apple’s iTunes service and capture on-device sales.

Speaking to Walt Mossberg, Rubin said that the service “will have a little twist – it will have a little Google in it. It won’t just be selling 99 cent tracks”, adding that the company “is in the very very early phases of adding consumer products to our portfolio,” he said.

Just what the twist is remains to be seen. Google reported attracted criticism from music labels for its digital music locker so it would have to ensure it acted in their interests to gain deals for its new store.

We expect more information to become available in the coming weeks, as usual we will bring it to you as it happens.