June 5, 2004
Virgin Rings Up UMG Deal
Virgin Mobile USA hopes to attract new users through ringtone exclusives, reports Reuters.
"The youth-oriented mobile operator has teamed with Universal Music Group to provide exclusive access to master ringtones from the Shady/Interscope album "D12 World."
The new program, dubbed First Dibs, is reminiscent of the iTunes Music Store's exclusive downloads and AOL's First Listen and First View programs.
Virgin will promote First Dibs access to the D12 master ringtones through national print, radio, cable and Web advertising. The TV campaign includes First Dibs spots during the MTV Movie Awards June 10.
D12 is scheduled to perform at the awards show.
Virgin Mobile already has an alliance with MTV, providing such exclusive wireless content as MTV games, MTV News updates and voting on videos. According to a source, Virgin Mobile paid MTV more than $30 million in that deal."
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