YR Media helps launch Ninja Tones

YR Media has provided the creative technology for the record label Ninja Tune to launch its mobile content pilot. Using YR's C:LIVE platform they will be exchanging ringtones, logos and MMS wallpapers for consumer data.

(PRWEB) July 18, 2003 -- A simple-to-implement platform which allows record labels to build complex online and wireless campaigns within hours, has been launched by YR Media.

The launch follows a six-month development period during which the product – named C:LIVE -was trialed for ‘Grand Theft Auto: Vice City on MSN.

Record label Ninja Tune this week launched its new mobile content page using C:LIVE to distribute a selection of mono and polyphonic ring-tones, logos and MMS wallpaper. In only two days, and without advertising the launch of the page, Ninja saw over 1800 pieces of mobile content downloaded the most popular being the Ninja logo itself and Mr Scruffs polyphonic ringtone of ‘Sweetsmoke.

"YR Media showed us their new C:LIVE platform at the recent AIM Big Wednesday. Inspired by the Soma Records project, it was apparent that mobile users are looking for ways to personalise their phones. We'd had a ringtone ready for awhile but we thought it was time to launch as the system offers different options to move into a payment and DRM system as well as offer them for free."

Says Ninja Tunes Wendy K,    We're not surprised 900 phone owners in the UK downloaded Mr. Scruff's "Sweetsmoke" in just a couple of days. We had fans in Germany, France and LA seeing if they would work! Ninja is looking at other ways to take mobile interaction further for our artists, fans, and the label, generating both promotion and income at the same time.

Ideally we'd like to make them available wherever a Ninja Tune fan has a mobile in the world.    I'm not sure what'll happen if they all start ringing during Mr Scruff's set at Womad or the Big Chill though!" she added.

The unique C:LIVE platform works as a remarkably effective data gathering and on and offline marketing tool as well as providing a compelling source of extra revenue. It allows targeted, opted-in fan databases to be constructed, collecting thousands of peoples details and ensuring that they all actively promote an artist or a game by recommendation. These fans can all be contacted again by both text message and email.

Seth Jackson, YR Media Marketing Manager, commented that: We are initially targeting record labels such as Ninja and games companies across Europe, with outbound calling, email shots and a viral promotion.

We expect that our established contacts within the music industry coupled with the scalability and flexibility of the product to ensure its success," he added.

Ninjas mobile content is available at http://www.ninjatune.net/ringtones/

Ends

About YR Media
YR Media is the creative arm of YourRelease.com and is funded internally. It specialises in viral and guerrilla marketing using mobile technology to produce online and wireless campaigns. www.yrmedia.com

For further information, please contact Edward Waldron-Davies or Helena Symeou at Mental Communications on 020 7430 2080 or at helenas@mentalcommunications.co.uk.