Mobile phones continue to be on the rise, moving forward and moving deeper into integration with our everyday lives – from business necessities that enabled executives to make calls and send messages anywhere at any time, to personal accessories that have become part of our daily routines and that we never leave home without. Along with the mobile phone expansion has come mobile content, in the form of ringtones, wallpapers and even full-music albums and tracks that can be played on units that balance the functionality of mobile music players and mobile phones. Apple and Nokia are two companies that have taken full advantage of the opportunity provided by technology and the enthusiastic market base for both the mobile and music industries.
Nokia, in fact, has partnered with top pop/RnB artist Rihanna to promote her latest album, Rated R, on Nokia models. A globally-streamed live performance on November 16, 2009 will help usher in the album’s November 23, 2009 release, previewing tracks from Rihanna’s latest effort performed live from an undisclosed London location. This latest performance marks a new approach for Rihanna, placing her at the forefront of a technological experiment in a musical career that has always been innovative and fresh. Additionally, the impact of this is likely to be a worldwide one given the availability of the stream.
Starting with a breakthrough album [A Girl Like Me] that quickly went multi-platinum, Rihanna moved on to the status of a worldwide sensation with her next effort, Good Girl Gone Bad. Continuing her musical and stylistic journey with Rated R, Rihanna seems to be ready to make waves anew with this new groundbreaking promotional method. From the very first single, Russian Roulette, her new sound seems to play fast and loose and exude a provocative feel.
In the days leading up to the big promotional show, Rihanna fans will be able to sign up to view the screen which goes live on November 16, 2009. They can invite their friends to join them, using social networking services like Twitter or Facebook, and install a countdown widget to help them bide the time they spend waiting for the highly-anticipated event. Nokia will also provide an exclusive mobile app [with exclusive footage] for Rihanna fans through the Ovi Store, and the album itself will be downloadable from the Nokia Music Store or with Comes With Music.
Rihanna joins the likes of Kjwan, who earlier this year exclusively released their album “13 Seconds to Love” via Nokia’s ExpressMusic 5800. She has expressed excitement about the venture, citing that Nokia is “doing some really revolutionary things with this album,” and that their collaboration is allowing her to reach more people than ever before. Indeed, with exclusive content, the Ovi-available exclusive mobile app and the live-streaming November 16 concert, Nokia manages to hype both its upcoming X6 mobile and its Ovi Store, as well as give Rihanna a solid and far-reaching new platform with which to bring her Rated R album to her excited musical public.
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