: In a world first, 3 and EMI announce the exclusive release of Robbie
Williams' new video, 'Misunderstood' to 3 mobile phones before it
is premiered on TV or web. The deal between EMI and 3 allows fans
to either stream or download the video straight to their mobiles.
the first time a music video has ever been released to mobile phones
before it has been shown anywhere else," comments Graeme Oxby,
Marketing Director at 3. He continues, "The deal with EMI and
Robbie Williams cements our position as leaders in providing an exciting
and entertaining music portfolio to our customers."
This is the latest
in a number of digital initiatives from the prolific artist. Robbie
Williams has recently announced the release of his greatest hits album
on memory-card format for mobile phones, which will be released in
Marketing Manager, at EMI Records, explains, "As an artist, Robbie
Williams has always been incredibly innovative in how he reaches his
fans. This deal is a great example of EMI and Robbie embracing new
technology to allow customers on 3 to view 'Misunderstood' before
anyone else in the world."
of video content via handsets reflects the growing relationship between
music and mobile, which allows fans to get closer to artists.
Doug Lucas, Vice
President, Digital Development & Distribution at EMI Music, comments,
"This deal offers us another channel to deliver Robbie's music
into the hands of his fans in addition to monetising content that
hasn't before been available."
is the second single to be released from Robbie's Greatest Hits album,
which was released last Monday. The video for 'Misunderstood' - which
features in the brand new Bridget Jones film 'The Edge of Reason'
- includes clips from the forthcoming film.
who choose to download 'Misunderstood' will be able to store this
video on their mobile to watch again whenever they wish. EMI and 3
will also release three more Robbie videos for 3 handset owners to
purchase next week: The 'Radio' video and behind-the-scenes footage
of the making of 'Radio' and 'Misunderstood' will be available for
fans to purchase until January 31st 2005.