Following announcements earlier this month from US company Spiralfrog regarding their plans to launch an ad-funded online download platform, EMI and T-Mobile yesterday announced a new partnership which will see the two companies offer access to free ad-funded music video content. Under a pilot project here in the UK, T-Mobile customers will be able to access video content from EMI artists for free, with each promo accompanied by advertising from the likes of Coca Cola Zero, Gillette, Land Rover, Microsoft Mobile, Nike and Toyota. The system is enabled by mobile advertising firm Rhythm NewMedia.
Announcing the partnership yesterday, T-Mobile EVP for Business Development & Innovation, Tony Kypreos, told reporters: "We see mobile as the key emerging platform to address many of the shortcomings of traditional media today. The increased popularity and penetration on our customer base of rich media and internet applications allows us to make advertising even more attractive to brands wishing to reach a targeted audience. We are delighted to be working with EMI and Rhythm NewMedia on this trial as great music content is of high appeal to our customers and therefore an important part of our future advertising offering."
EMI boss Tony Wadsworth added: "Consumers want to be able to enjoy music in many forms across a variety of different platforms. At EMI, we are experimenting with a number of new and exciting business models to fulfill demand while at the same time ensuring that artists are fully compensated for their work. The advertising-supported model is currently generating a lot of interest, and we think we'll learn more about what fans want from mobile music in this trial. We're pleased to be working with T-Mobile and Rhythm NewMedia on this test during such an exciting period of growth for the mobile music market."