Mobile media changes with the times and rolls with the punches, ebbing and flowing like the best music. Society’s interests shift from time to time, and the mobile media industry has gone along with it to the best of its chimerical ability, bringing new properties to the fore and experimenting with new distribution methods and pricing structures to stay competitive and creative. The mobile media world and entertainment world have colluded to make this a continuing reality, with the entertainment industry providing the mobile media industry with plenty of artists, albums and songs to push as ringtones and various other types of mobile content.
Mobile media providers have indeed made the most of this collaborative venture, structuring entire packets of downloadable and purchasable content around the artists and albums that are provided to them by their dealings with entertainment labels that grant them access to the labels’ immense music libraries. This has been a reasonably profitable venture that has also considerably revolutionized the way music is enjoyed. Whether it’s ringtones, ringback tones, full track downloads, or Rock Band-style mobile game apps that incorporate the artists’ music, plenty of mobile media is out there for fans of these artists to buy, download, install and enjoy.
One particularly interesting new collaboration highlights possible big things on the horizon. Palo Alto, CA-based mobile game developer Tapulous – known for having its flagship game Tap Tap Revenge installed by more than 30% of iPod Touch and iPhone users – is set to tie up with Warner Music Group for a new venture that grants Tapulous access to some of music’s top acts. This also gives Warner Music Group’s artists a higher rate of exposure to Tapulous’ gaming audience, as the agreement has Tapulous releasing four premium games featuring WMG’s top acts. If these games are anything like the currently-bestselling Tap Tap Revenge, this is going to be a great set to promote artists with.
Along with the game-promotions venture, Tapulous will be able to sell downloadable Warner Music Group artist songs through its Tap Tap Revenge and Riddim Ribbon games. There will also be an in-game catalog for WMG artist tracks, which is a wise step with large potential payoff considering that Tapulous has sold over 5 million songs in its store to date, and half a million copies of the Tapulous featured track are downloaded weekly. Tap Tap Revenge itself is an extremely popular game at over 20 million downloads and over 600 million total games played – it could also be considered a profit-raising success, as aside from the 99c download fee it generates considerable revenue through in-app music purchases and ads.
Tapulous business development VP Tim O’Brien has expressed excitement at parnering with WMG: “”Warner Music Group has incredible current and catalog artists, and we are thrilled to bring these stars to the Tapulous mobile gaming platform.” He also has high hopes for what Tapulous brings to the table, as the Tapulous game range has games that are “are fun, social and addictive” – creating a great way for fans to more fully appreciate “legendary tracks” and “new hits” alike.
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