Mobile phones made the leap from formal, technologically-enhanced business necessity to popular personal item a long time ago, and the progression doesn’t seem to be slowing down at all. Mobile phones are now part of everyone’s lives, since life’s faster pace has gotten everyone moving through much more hectic schedules and keeping up with the latest trends has everyone jumping through multiple hoops. The music and technology industries have been two factors and collaborators in taking mobile phones to the next level with mobile content, such as ringtones and wallpapers, as well as ringback tones, which look to be the receiver of the ringtone torch in popularity and sales.
London-based startup Muzicall is a company that has been making its bread and butter off the ringback tone, coordinating and strategizing sales systems for the popular mobile content format for quite some time. Recently putting together $13.4 million or some 9 million euros to invest in expanding its ringback tone services within Europe to match the potential seen in Asia and the United States, Muzicall looks to be seeking to take a more active role in defining the current mobile content landscape. Along with this recent development, Muzicall also seems to be looking to expand its available library and strengthen its offerings for ringback tone services.
The Soho, London-based Muzicall is currently in talks with two major music labels and several independent labels to partner up for a new mobile music venture. Warner Music and Sony Music are the strongest contenders of the pack, and the UK’s Association of Independent Music seems to be showing support for the venture as well. The service is projected to provide entire music catalogs to be available for mobile-playback services, as can be seen in the currently-wrapping-up signing between Muzicall and independent label V2 Records, who according to V2’s head of new media Beth Appleton have agreed to grant Muzicall access to their music catalog.
Muzicall will continue to provide ringback tones, which are clips of songs and original recordings that will play over the receiver of the phone receiving a call to be heard by the caller, instead of the typical ringing sound effect. Ringback tones have been projected to be the new mobile music money makers, as ringtones have begun to enter what looks like a significant decline over time. Ringback tones are, in fact, a trend emergent in Asia already, where almost half the markets have been seen to have ringback tones installed as opposed to Europe’s rough two to three percent.
Inspired by the how well ringback tones performed in the pioneering, emergent South Korean mobile media market – some $200 million is expected to be raked in by ringback tones this year – Muzicall is confident that this current venture will appeal to record l;abels and telecom firms who “missed the boat on ringtones,” since this agreement uses original tracks to allow the labels to “make money” from the use of their music. In fact, one-third of the net price for each purchase would each go to Muzicall, the mobile operator and the record label.
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