Warner Music Group Wins Big at 2006 Mobile Entertainment Awards

06/14/06
Only Major Music Company Honored by "Mobile Entertainment Forum" For Innovation in Mobile Music & Entertainment

The innovative digital music strategy that has made Warner Music Group Corp. (NYSE: WMG) a leader in mobile music creation and distribution was recognized recently with two Mobile Entertainment Awards, also known as Meffys. The awards were presented in London by the Mobile Entertainment Forum (MEF), a global trade association representing participants in the mobile entertainment sector.

"Warner Music Group works tirelessly to create and deliver innovative mobile music products and other mobile content from our leading roster of artists," said Alex Zubillaga, Executive Vice President, Digital Strategy and Business Development at WMG. "We're delighted that this global strategy of innovation has yielded some great new mobile products and partnerships and has now been recognized by the Mobile Entertainment Forum."

    WMG won the following Mobile Entertainment Awards:

  • The Mobile Music Award: Warner Music; 'WAMO Packs'
  • The Mobile Entertainment Marketing Campaign: "Warner Music and France Telecom/Orange" for Madonna's Confessions on a Dance Floor
Warner Music Japan's partnership with KDDI to allow consumers access to the world's first mobile music bundle, a package of audio, video, graphic and textual products in a single, downloadable file, marketed under the brand name "WAMO Pack" was recognized by MEF with 'The Mobile Music Award.'

The landmark WAMO Packs contain bonus material, such as artist video commentary, information about artists and their music, photos, cover art and access to additional information online when the WAMO Pack file is opened on a mobile phone. Consumers can save any of the content from the WAMO Pack for use on their phone as audio or video ringtones, wallpapers, screensavers, or for playback in the phone's audio or video player.

WMG was also recognized for its innovative, multi-platform campaign to launch Madonna's hit album, Confessions on a Dance Floor. Working with France Telecom, with whom WMG signed the first-ever 'triple-play' convergent deal in May 2005 to reach customers on their ISP Wanadoo, Orange mobile carrier and fixed line phones, WMG released a series of exclusive, advance release digital content from Madonna's new album and catalog.

WMG began the campaign by offering the ringtone and ringback tone from Madonna's single, "Hung Up," as well as the digital single itself, on online, mobile and fixed line platforms one month before the track was available on radio. This advance digital release was the first time that 'triple play' digital distribution was used as an exclusive release platform in advance of either radio or retail. In France, Madonna entered every chart (ringtone, full track downloads, physical single, album download and physical downloads) in the No. 1 spot.