Shazam and Universal Recordss today announced a world first in the promotion and distribution of music. The deal enables Universal to target Sting fans directly via their mobile phones, with a clip of his latest track 'Send Your Love' and allow them to send it to a friend.
It represents the first time a record label has used the ubiquity of mobile phones to distribute and promote an artist and track in this way.
The promotion, which kicks off on Monday, 22 September, will proactively target a database of Sting fans with 30 seconds of the new release. The database has been compiled from Sting enthusiasts registered with both Universal Records and Shazam, the mobile music recognition company.
Mark Krendel at Polydor Records said, "Mobile technology allows a far more personal connection with music lovers than any other medium. Working with Shazam has enabled us to stay at the cutting edge of marketing our artists
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pioneering the use of mobile technology as a promotional tool."
Tim Porter, newly appointed UK Marketing Director at Shazam Entertainment said, "Working together with Universal on this project has highlighted the possibilities that mobile technology has opened up for marketing artists. Universal has made an important step for the industry by demonstrating its confidence in this medium and using it to promote one of its most important artists."
As part of the campaign, Sting fans can enter a competition to win a trip to Paris and the artist's complete back catalogue by forwarding the clip on to friends. The promotion will be supported by advertising across key UK national newspapers, and with a viral email campaign. It represents the first time Shazam's Mass Songmail service, which allows users to send a 30-second licensed music clip between mobile phones, has been used for promotional purposes by a major label' •
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