Universal Music Group has recently teamed with Motricity on a text-based mobile content offering. The partnership will allow consumers to text artist-related keywords to short code 30303, and receive links to relevant assets like full-length tracks, ringtones, photos and news. That offers a direct-access system to artist content, and simplifies mobile navigation for fans. The off-deck solution also enhances impulse purchases, and Universal will position the short codes across CDs, concert venues, music retailers, artist websites, and television, radio, and print advertisements, “Universal Music Group is making it possible for fans to connect with their favorite artists instantly, while also leveraging the mobile channel to provide new artists with increased exposure,” said Ryan Wuerch, CEO of Motricity.
Currently, the concept can be tapped by US-based subscribers of T-Mobile, Cingular, and Sprint. Universal indicated that artists Mary J. Blige, The Killers, Busta Rhymes, AFI, Juanes, Rihanna and Chamillionaire will be part of the initial rollout. Earlier, BET tapped Motrocity on a similar offering, and integrated short codes within its cable-based programming.
