Universal Plays Up Mobile Music Service

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Universal Music Group is giving fans a mobile means to tap their favorite artists’ songs, ring tones and graphics.

Under a deal announced Monday, the record label teamed up with mobile-content-systems provider Motricity to offer digital music and multimedia via a short-message-system short code.

Similar to a phone number in the voice world, an SMS short code is assigned to mobile services. When a customer sends a text message to Universal Music Group’s 30303 short code, they can gain direct access to downloads without having to search through Web pages to find what they want from artists ranging from Mary J. Blige to Busta Rhymes.

Motricity will provide the underlying content distribution and management for the service. Universal, meanwhile, will promote the 30303 short code on CD cases and print and television spots.

"There is tremendous consumer demand for mobile music products, and we wanted to make it easier for fans to connect with the music they enjoy," said Adam Flick, vice president of marketing for Universal Music Mobile-US. "Through our strategic relationship with Motricity, we can offer consumers the convenience of mobile distribution during relevant activities.”

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