July 8, 2004
Warner Music incorporates wireless branding into its CD packaging
Warner Music Group 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.
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.
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