T-Mobile signs content deal with Robbie Williams

Quoted from: http://www.digitalmediaasia.com

'Pan-European mobile operator T-Mobile has announced an 18-month agreement with pop star Robbie Williams that will include exclusive mobile music offerings, tour activities and international advertising campaigns. The exclusive mobile content will include concert live-streaming and full-track downloads. The partnership will also include opportunities for certain fans to get close to Robbie himself through VIP tickets and hospitality, backstage tours and after-show parties. The deal will also see the mobile operator provided with Robbie Williams ring-tones, real-tones, wallpaper and logos. Another element to the partnership will be international television advertising campaigns in T-Mobile European markets. 'The future is music by mobile - T-Mobile is making it happen today,' said Robbie Williams. Or at least the cheesily worded press release said he said that. The partnership will also incorporate mobile devices from Sony Ericsson. Some of these devices will come with embedded Robbie Williams content such as unreleased tracks and the offer of a free download.'