| Warner Music Australia announces innovative mobile agreement with m.Net |
| Wednesday, 28 November 2007 | |
Warner Music Australia, a division of Warner Music International, today
announced an agreement with mobile services company m.Net Corporation.
The deal will enable Warner Music Australia to provide music fans with
new ways to connect with their favourite stars, by offering promotional
and paid-for content through specially created direct to consumer
mobile websites.
Over the last three months, Warner Music Australia and m.Net have created artist mobile websites sites for two of Australia's biggest selling international acts, James Blunt and matchbox twenty, as well as up and coming Australian band Gyroscope. Fans of rocketing country artist Steve Forde are also experiencing the new technology on his current Australian tour as are participants of 2007 Schoolies Week. Warner Music has integrated these mobile destinations into its existing marketing activity including CD inserts, advertising campaigns and live events. Warner Music Australia and m.Net will now develop advanced mobile WAP solutions for a range of Warner Music artists, providing fans with the opportunity to download mobile merchandise such as ring tones, full tracks, wallpapers, tour information and photographs. Jason Nealon, Vice President Business Development, Warner Music Australia, said: "The mobile channel has become a key part of our sales and promotional mix and we are working with our artists to create content and products specifically for the mobile space. This agreement with m.Net means that fans will enjoy a much richer, immersive mobile music experience, including special competitions, promotions, touring information and full track downloads. Audiences can now build 24/7 on the go relationships with our artists in a way that has not been possible before." Scott Johnson, CMO, m.Net, said: "The platform will give Warner Music Australia greater control over mobile marketing campaigns and will enable them to offer instant gratification when it comes to content from their favourite artists. For example, we've all become familiar with the field of blue mobile screens at live concerts as people take photos and videos for their own personal use. Our platform gives Warner Music Australia a new means of engaging directly with these fans. We believe mobile will be an increasingly important factor in the on-going transformation of the music industry."  About Warner Music InternationalWarner Music International (WMI) is Warner Music Group's global (ex-U.S.) recorded music division that markets and distributes WMG's world-class roster of U.S. and international recording artists through a network of affiliates and licensees in more than 50 countries. With a commitment to developing local talent as well as marketing international superstars, WMI leverages its expertise in each region around the world to attract and cultivate a diverse international artist roster. WMG is a pioneer in delivering music content in new and exciting ways, with a track record of 'firsts' in the digital space. m.Net Corporation: m.Net Corporation is Australia's leading provider of managed advertising , content and development services over mobile networks for major media organisations and telecommunications carriers and their advertising clients. m.Net's proprietary mobile marketing platform enables clients to exploit mobile opportunities either directly or via fully managed solutions. Its world-class research team offers deep insights into mobile consumer behaviour and drives outstanding results for clients' mobile initiatives. The company provides services for competitions and advertising promotions to properties such as 7's Dancing with the Stars and It Takes Two, as well as providing infrastructure, content and market research for Telstra's Caller Tones ringback service. m.Net is an independent company with a diverse range of shareholders including Yahoo!7, Alcatel Australia, Austereo and Telstra Corporation. For more information or to arrange interview please contact: Warner: Fran Haysey, National Publicity Manager, Warner Music Australia 0438 725 251 or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it m.net: Leila Henderson, times8 communication, 0400 522 885 or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it |