MTV Mobile Deal Is Music To The Ears Of Consumers

MTV has announced its intention to bring real music to customers’ mobiles with a one year partnership with mobile phone giant Motorola and music specialist Gulp Music.

The deal will enable the broadcaster to sell the pieces of music performed by real pop stars, dubbed ‘mastertones’, through its websites. The ringtones will be licensed by Gulp Music, a leading supplier of music for television, films, video games and mobile phones, and optimised for Motorola’s handsets.

Among the artists already making mastertones are Roger Sanchez, Orbital, and Maxim from the Prodigy. Their creations will be available for download from MTV Europe’s network of 10 regional websites and also from Motorola’s hellomoto.com website.

Commenting on the deal, Carmel Landy, director of mobile media, MTV Networks Europe, said: “The deal with Gulp Music means that we can continue to provide Motorola with the very latest mobile content available. Mastertones allow personalisation of mobile phones to an even greater degree than ever before and will enhance new Motorola handsets. These unique, quality mastertones from big name artists will add another dimension to mobile phones.”

The move follows a deal between MTV and Motorola last month which saw the broadcaster’s branded mobile games and ringtones embedded in Motorola’s new handsets and featured on its website. The deal further extends the multimillion dollar marketing alliance formed between the two companies last year, and is designed to encourage consumers to use their mobile phones in more innovative ways (see MTV Teams Up With Motorola For Cross-Media Blitz).

MTV: 020 7478 6000 www.mtv.co.uk

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