XL Records has utilised new technologies to support the campaign for Dizzee Rascal's debut album release, 'Boy In Da Corner'.
The Dizzee Rascal website contains a page that allows people to download a variety of artist-owned polyphonic ringtones, wallpapers and mobile graphics. Each visitor towww.dizzeerascal.co.uk is required to submit personal data prior to purchasing anything on the site. In the future, opted-in fans will be sent messages regarding Dizzee activity.
The backend technology for the campaign, C:LIVE, allows users with almost all handsets and tariffs to download items on the site. This means that labels can target entire databases as opposed to specific individuals.
Ninja Tune pioneered a similar technology with the Mr Scruff ringtone which received 1,800 downloads from www.ninjatune.com in two days.