US operator Cingular has launched a new “innovative music program” that sees it releasing ringtones before they’re heard anywhere else, or simultaneously with their debut on radio. The company said this gives its users “a whole new way to enjoy music”, but more importantly, “the entertainment industry a powerful channel to reach tens of millions of potential listeners”.
So record labels and bands like Coldplay will use the tones to push their latest releases. Given the labels’ penchant for putting more importance on physical sales than digital ones, you’d think they’d treat these tones as promotional material to drive CD sales, which they undoubtedly are — “Releasing ‘Speed of Sound’ as a ringtone helps us build excitement for the release of X&Y,” Coldplay’s manager said in the release — but no. To have the privilege of promoting a band’s new release, users must pony up $2.49. Plus data charges.
Undoubtedly, some fans will flock to these tones and pay whatever’s being charged for the chance to get their first taste of a new release — which makes the tones little more than exploitation. Coupled with the backlash against some ringtone sellers, this is yet more evidence that there’s little interest in building a long-term business for ringtones instead of greedily going after whatever short-term gains can be had. The potential problem for the mobile music business (as well as other mobile content sectors) is that these sorts of practices and bad experiences will turn consumers off from mobile content all together.
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