Warners Music And Mobileway Partner For Ringtone Promo
Warner Music Group (WMG) today announced a unique partnership with wireless entertainment and marketing company Mobileway to become the first major music company in the U.S. to incorporate wireless branding into its CD packaging.
Using five digit codes – known as short-codes – that will be featured on CD packages, album posters, artist web sites and online banner ads, consumers in the U.S. will be able to directly access ringtones from WMG artists in one simple step from their mobile phones. Additional content such as screensavers and wallpaper from WMG’s world-renowned record labels, including Atlantic, Lava and Warner Music Latina, will be made available by short-code later this year.
“Working with Mobileway allows us to use the fast-growing mobile music market as another way to promote our music,” said Michael Nash, senior vice president, Internet Strategy and Business Development at WMG. “With the growing popularity of mobile ringtones, integrated short-codes are a natural extension of our marketing efforts.”
“By progressively embracing cross-carrier, premium SMS wireless music services, Warner Music Group now allows music fans in North America to connect with their favorite artists whenever and wherever they want to,” said Scott Hannan, general manager of Mobileway North America.