EMI is expanding its music store, ‘The Raft’ from online into mobile, and will use Bango's Txt Trigge technology.
Mobile users can visit wap.the-raft.com or text 'GO RAFT' to 85080 (free text from all UK networks) to browse a range of official, artist approved content tailored for mobile.
Users anywhere in the world pay for EMI music and ringtones on their phone bill, by credit/debit card or by PayPal.
Built and hosted by New-Visions, content on the Raft's mobile portal includes news, ringtones, realtones, remixable tones, tour information, images and competitions across a range of music genres and artists.
The site includes topical special features, beginning with Christmas realtones and ringtones plus an 'Essential tracks of 2005' selection when it launches on 16 December.
The site will be promoted via the music community website , by mailshot to over 300,000 subscribers, to The Raft online and by search and banner advertising.
EMI Music UK is the latest music label to choose Bango to power its mobile content portal as Bango already powers official mobile content portals from Universal Music and Sony BMG for artists such as Oasis, Girls Aloud, McFly and Westlife.