Sunday, February 10, 2008

Groundbreaking Music Marketing - World's First Mobile Album

By Jennifer Netherby

Hitmaking hip-hop producer Timbaland ("Shock Value") has announced a deal with Verizon Wireless to make the first "mobile album," which will be exclusively available to subscribers of V Cast, Verizon's mobile entertainment service.

As Verizon's mobile producer in residence, Timbaland will produce one song per month throughout 2008. Each month, he will work with a different artist on a track while touring the country on the Verizon Mobile Recording Studio Bus, which will also capture making-of footage for V Cast subscribers on a dedicated Timbaland channel. He will perform in some tour cities to be announced, and Verizon will select subscribers to visit the tour bus in other cities to watch him work his magic.

Timbaland says the deal will let him reach more fans because "every place don't get a CD (but) everybody has a mobile phone."

Plus, there's history to be made. "Just producing a mobile album has never been done. I'm the first to ever do it," he says.

Major artists have of late left major labels in bids to reach fans in new ways, but Timbaland isn't leaving Interscope, which put out the album "Shock Value" and distributes his Mosley Music imprint.

Interscope is involved in the Verizon deal from the standpoint that Timbaland plans to work with the label's artists for the mobile-only tracks. Whether a mobile album deal could replace a major-label deal in the future, "that's something we'll have to see," Timbaland says.

Timbaland - Scream (Ft Keri Hilson & Nicole Scherzinger)


For Verizon, the deal is a "marriage of promotional opportunity and a large distribution platform," director of digital music Ed Ruth says. "Our goal is to show the music industry that we're truly a viable distribution platform for them."

Each mobile Timbaland track will be released days after it is produced. Songs will be released as a full-length download, ringtone and ringback, and will be available only through V Cast and Verizon. Mobile song downloads will cost $1.99 each and include a copy for the PC. V Cast subscribers also can download the track through Verizon's Web site and other Verizon platforms.

At the end of the year, some sort of compilation "album" will be released exclusively through Verizon, according to Ruth.

Verizon is already in talks to sign additional artists to its mobile producer program as it continues to expand its entertainment offerings, and Ruth says the company is hoping to work with Timbaland beyond this first album.

Timbaland says he isn't focusing on a particular genre for the project. "I'm just going to have fun with it," he says. "I'll just do what comes in mind."

The first Verizon song features Mosley Music artist Keri Hilson. Timbaland hasn't yet revealed what other artists he will be working with for the project.

"How I prepare for (the new album) is, I just do it, like any other album," Timbaland says. "The only difference is it's immediate."

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