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Warner Music Group makes driving mobile content sales a priority

Warner Music Group is promoting its catalog of mobile content, including full-length tracks, music videos, images and ringtones, to the more than 34 million music fans within the Myxer community.

The agreement, which includes the “Digital Gift with Purchase” program, covers the United States and Canada and content will be available at Additionally, Warner’s artists will have access to Myxer’s MobileStage customizable mobile Web site platform, complete with fan-list management features, advanced data analytics, messaging and other marketing opportunities that help artists and record labels connect with fans on their handsets.

Mobile Commerce Daily’s Dan Butcher interviewed Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL. Here is what he had to say:

What is the strategy behind the partnership between Warner Music Group and Myxer?
Myxer’s goal is to have the largest and best collection of mobile entertainment and personalization offerings for all mobile platforms and all carriers.

Warner Music has some of the top artists in the world, so we are thrilled to be able to offer content from such a great music company.

Warner is continually looking for innovative technologies for their artists and their fans, as well as large audiences so Myxer is an excellent partner for Warner and their artists.

What challenges does Myxer/MobileStage address for Warner? 
Myxer gives Warner access to 34 million passionate music fans.

Plus, Myxer has a long list of major brand advertisers that are interested in sponsoring some of the great artists from Warner on Myxer’s Web and mobile Web site.

Which Warner artists are featured on Myxer?
There are hundreds of Warner artists on Myxer. Some of the top artists include Trey Songz, B.o.B, Flo Rida, Iyaz, Jason Derulo, Paramore and Sean Paul.

What are the calls-to-action?
The calls to action include buying their ringtones, as well as links to buy their full tracks on iTunes or Amazon.

Once we have our full-track store up and running in a couple of months, we will be directing people to buy the full tracks as well.

We also are working with Warner to offer exciting programs featuring exclusive content as well.

For example on this Sunday, T.I. is offering an exclusive-to-Myxer voicetone that will be featured as the main Pick of the Day at

What is the range of price points for Warner content?
Warner’s ringtone content sells for $2.99 each.

We also recently launched a “Gift with purchase” initiative where consumers receive a mobile wallpaper from the artist when they purchase a ringtone.

With Warner, we have the opportunity to reward our passionate music fans with content and incentive programs they won’t be able to find anywhere else.