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Ringtones made available using CD packaging 'short codes'
Posted: 09-Jul-2004 [Source: WMG]

[Consumers can now purchase ringtones of Warner Brothers Group artists using a mobile phone to send a text message to the five-digit short-code on CD packaging.]

Warner Music Group (WMG)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.

Short-codes provide fans with a fast and easy way to access music simply by sending a wireless text message to the short-code found on a CD package, web site or advertisement. Fans send a text message identifying a specific track number and download the corresponding ringtone via Mobileway's cross-carrier infrastructure.

Charges for downloads appear on the customer's wireless bill as opposed to a credit card, helping WMG serve the crucial teen market. Online banner ads will also inform music fans about the new service.

The service costs $1.99 for each polyphonic or monophonic ringtone and $2.49 per music tone and voice tone download.

In May, Atlantic and Lava launched the first music label site selling ringtones from artists including matchbox twenty, Simple Plan, Twista, Brandy, Jet, Jason Mraz and T.I. The inaugural on-pack promotion will be the Surfdog Records release of Brian Setzer Orchestra's new album, "The Ultimate Collection," scheduled for release July 13. Other artists such as Sean Paul and The Darkness are expected to release content directly to consumers wirelessly later this year.


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