Cutting Edge Promotion Plans for Dizzee Puts Xl In a Spin

YR Media has helped XL recordings launch a mobile multi-media promotion for Mercury nominated hip-hop artist Dizzee Rascal

MERCURY PRIZE nominee Dizzee Rascal is spearheading a leap into a brand new era of record marketing for XL Recordings.

The rising star has personally written text for a ground-breaking website to promote his new album featuring MMS downloads and polyphonic ringtones for mobile phones.

The technology behind his new site is developed by music e-marketing experts YR Media.

Seth Jackson, e-music guru at YR Media, commented: Weve always seen Beggars as a leader and this commitment from XL Recordings to use our cutting edge platform is a fantastic thumbs-up for six months of hard work.

The beauty of our technology is that its simple to build into a website and its proving great value for money for companies which have already signed up to take advantage of this opportunity."

Simon Wheeler, new media manager, commented: Weve really focused on the mobile angle as part of the online campaign for Boy in Da Corner. We are backing the launch of the site with an outbound SMS campaign making sure we are giving fans the added value content that they want.

This is part of a much wider investment in multi-media campaigns and were looking forward to seeing the results both in terms of data capture, promotion and sales."

The platform, known as C:LIVE allows marketers to promote via multi-media messages. C:LIVEs key breakthrough development means that you dont need a sophisticated mobile phone to join in and labels can use their whole mobile phone database rather than depending on knowing what phone the customer has.

The technology has already proved successful with Ninja Tune who recorded over 5,000 downloads in just four days. Campaigns have also been trialled for the successful Grand Theft Auto: Vice City computer game.

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

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