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Rihanna offers exclusive mobile downloads for new CD

November 9, 2009

Rihanna goes mobile

Rihanna goes mobile

Handset manufacturer Nokia and Rihanna have teamed up to launch the music artist’s new album on multiple platforms – including mobile.

Consumers can buy Rihanna’s new album, “Rated R,” through the Nokia Ovi Store. The mobile download will come with exclusive content such as new tracks and concert footage.

“The amount of marketing and resources Nokia has committed to this partnership is staggering and underlines their worldwide commitment to music,” said Steve Bartels, president and chief operating officer of Island Def Jam Music Group, New York.

“Rihanna is our biggest current worldwide artist on every digital and mobile platform and she shares our forward-looking approach that great music should be available to everyone worldwide through every possible avenue,” he said. “Nokia is the perfect partner for this approach, and the worldwide listening event that kicks this campaign off on Nov. 16 in London is a tremendous opening platform.

“We’re very excited about the possibilities.”

Island Def Jam Music Group is a record label group formed when Universal Music Group merged together two of its daughter companies, Island Records and Def Jam Recordings.

Nokia produces mobile devices and offers personalized mobile services, including advertising.

Under the mobile umbrella-ella-ella
Rihanna fans can sign up for the exclusive offerings at

The kickoff of the partnership will be an exclusive listening party when Nokia will give its users previews of the tracks on Nov. 16.

Rihanna’s London concert will be streamed to audiences worldwide on Nov. 23 via Web and mobile thanks to Nokia.

Nokia said that the event places Rihanna at the forefront of technology to deliver music and exclusive content to fans.

As part of the partnership, fans can download an exclusive Rihanna application from Nokia’s Ovi Store and her new album will feature exclusive tracks.

The application will feature exclusive footage from the London concert and an exclusive listen to the song “Wait Your Turn” before it comes out on the album.

When Nokia Comes With Music customers download the album, it will come with a bonus track, a remixed track and other additional content free as part of their subscription.

The partnership also allows Rihanna fans to sign up and watch the live streaming concert, invite friends to watch the event with them through Facebook and Twitter and download a Web widget to count down the days to the live performance.

Liz Schimel, global head of music at Nokia, New York, said that there was no target demographic, just Rihanna fans and Nokia consumers.  

“Rihanna is one of the world’s leading recording artists with huge global appeal and fans on very continent,” Ms. Schimel said. “Her much-anticipated album embodies everything exciting in music right now, and we could not think of a better artist to work with Nokia.

“By leveraging mobile technology we are enabling fans to access artists and artist access to fans in an entirely new way,” she said. “We are truly putting people at the core of the activity and delivering amazing consumer experiences.”

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Chirs Harnick is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach him at

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