June 24, 2004
Connecting Music and Mobiles
To help signal the connection between music and mobiles, a novel idea of inviting the audience to send text messages to kids has been devised - not by the the record company, but by mobile operator 02, reports The Guardian.
"Saturday night at a secret location in east London and the sweetheart of the music press, the feisty MC Shystie, is on a stage in the subterranean Tardis Studio in the fashionable quarter of Clerkenwell.
Shystie reads the texts from a screen on the stage and uses the suggestions to help improvise her act. Her rapid-fire raps echo the rat-a-tat-tat tapping of text messages from the packed dance floor.
The Shystie campaign typifies the newer, subtler type of mobile marketing campaign aimed at Britain's youth. The 300-strong audience gained entry by text message and each is now added to the operators' mailing lists".
I have two phones," says Shystie "One for business and one for my friends. I store my lyrics in my Nokia. If I'm on tour or sitting around waiting and lyrics come into my head, I just tap them into my phone, save them and when I go home, I incorporate them into my actual songs."
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