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EMI tries ad-backed mobile vids
In teaming with mobile advertising company, label giant takes first step into offering music videos to mobile-phone users without a per-video fee.
Although the major record labels have been reluctant so far to offer music videos to mobile-phone users without a fee attached, EMI is giving it a shot.
Coming to a mobile phone near you
The label giant said today that it has partnered with mobile advertising company Rhythm NewMedia to push a trial of an advertising-supported mobile music video service in the US. The label's catalog of artists includes Coldplay, Madonna, the Rolling Stones, and the Gorillaz.
The trials, which will run through the fall, will embed television-style advertising into the free video content. Wireless subscribers will not have to pay additional fees for the video programming beyond existing monthly multimedia charges charged by carriers.
"Mobile continues to be a huge growth opportunity for EMI and an exciting way for fans to connect with artists," said David Munns, chairman and CEO of EMI Music North America, in a statement. "Rhythm NewMedia is at the forefront of innovation with their approach, and we're excited to be right there with them."
The trial, already underway, will present users with a programming guide in which videos from EMI artists are the exclusive entertainment offering.
"EMI was early to recognize that experimenting with new business models for delivering content via mobile phones is critically important," Rhythm NewMedia cofounder Ujjal Kohli said in a statement. "It is only natural that they are leading the music industry in this mobile-advertising trial."
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