Subscription-free service offers artist- and label-endorsed content
Official Mob launches with over 20 artist areas including Jamelia and Athlete
Official Mob is the first service to offer direct link to artists’ official websites
Mobile content specialist company, New-Visions, is launching Official Mob, a subscription-free web and WAP service that retails artist- and label-endorsed mobile content direct to the consumer. In addition to offering official content, Official Mob will offer direct links to artists’ official websites: the first service of its kind to do so.
On launch, Officialmob.com will retail the official ringtones, ‘realtones’ and wallpapers for labels, including EMI Music labels: EMI Records; Parlophone; Positiva and Virgin Records; V2 Music and Sanctuary Records. Artist areas on the site include Kylie; Kelis; Jamelia; Athlete and Estelle; as well as a dance area from Drum n Bass Arena.
Caroline Walton, Director at New-Visions, comments, “Official Mob addresses the need for an online retail space that record labels can trust. The site will carry artist- and label-endorsed content, helping labels to directly connect artists to consumers through their mobile phones. For labels, Official Mob serves to protect their assets while creating revenue: adding value to the artist and their physical release promotions.”
New-Visions is also launching a WAP site for Official Mob, allowing consumers to browse and buy direct from the handset.
As the service is subscription-free, there are no hidden costs involved and consumers only pay for the content they wish to purchase. Official Mob’s purchasing options include Interactive Voice Response (IVR)/Premium SMS, reverse charge SMS or credit/debit card.
Walton explains, “As a subscription-free service that rewards consumers through the loyalty scheme, Official Mob takes a community-based approach that brings fans together. Working directly with record labels, we have also been able to offer links to artist’s official websites, so consumers can easily access the full range of an artist’s official content through Official Mob.”
Over the next six months, Official Mob will also be launching a series of bespoke applications designed to bring the fans closer to their favourite artist, as well as a loyalty scheme designed to reward consumers with ‘money-can’t-buy’ prizes, such as gold discs and signed posters. A full track download service is also planned later this year.
While Official Mob will focus on music, consumers will also be able to buy official content from major film distributors, Warner Pictures and The Really Useful Group. Official sport content from Playertext, who represent over 20 Premier League footballers, will also be available, and will include wallpapers, images, screensavers and text alerts from players.
Official Mob will be launched at Midem, the annual tradeshow for the music industry, which is being held in Cannes, France, between 23rd and 27th January.
Formed in August 2000, New-Visions has been successfully delivering all forms of mobile content including ringtones; 'realtones'; images; video; games; and screensavers for some of the biggest music labels. These include EMI Records; Virgin Records; Parlophone; Chrysalis; Beggars Banquet; V2 Music; Sanctuary Records; Ministry of Sound and many others.
Since 2003, New-Visions has been hosting and running EMI’s NOW MUSIC TONES channel, as well as the ‘official artist’ area for a range of labels on Vodafone Live in the UK. This channel is now host to over 35 official artist areas, including established and breaking acts such as Robbie; Kylie; Morrissey; Prodigy; Stereophonics; and Estelle.
New-Visions supplies content to Orange in the UK and can offer labels the opportunity to market to the Orange audience through top level promotions on the UK portal. New Visions also have distribution with key ISP portals as well as other mobile networks throughout Europe.
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Published on: 12:00AM on 27th January 2005