NEW YORK-Warner Music Group will partner with wireless entertainment and marketing company Mobileway to incorporate wireless branding into its CD packaging.
Five-digit short codes will be featured on WMG CD packages, album posters, artist Web sites and online banner ads, allowing consumers to directly access ring tones from WMG artists from their mobile phones. WMG’s record labels, including Atlantic, Lava and Warner Music Latina, plan to make additional content like screensavers and wallpaper 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 of Internet strategy and business development at WMG. “With the growing popularity of mobile ring tones, integrated short codes are a natural extension of our marketing efforts.”
Consumers will be charged $2 per ring tone and $2.50 per music tone or voice tone download. Charges will appear on the customers’ wireless bills.
