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No love from your label? Give Ruxter a try!

January 29, 2010

I came across this article snipet while reading the daily inflow of mobile industry articles.

Universal Music Group announced it will team with mobile publishing platform Netbiscuits to expand its direct-to-consumer mobile content and services. Per terms of the agreement, UMG will leverage Netbiscuits’ B2B web software platform to introduce artist-branded mobile websites, promising consumers opportunities to interact and share personal media with other fans as well as purchase content directly from their handsets. In addition, UMG and Netbiscuits will introduce applications optimized for platforms including the iPhone, Android, and Windows Mobile. UMG first teamed with Netbiscuits in late 2009 to launch a mobile website for rockers Bon Jovi.

I think this is a great undertaking by UMG and I hope other labels follow. While I would have picked another inaugural artist other than Bon Jovi, it nonetheless signals the need for an optimized mobile experience when reaching your audience on their mobile phones.

Taking this announcement a bit further is the notion that, like anything in the recording business, if you’re not selling Bon Jovi levels of product you likely won’t get attention from the label in this regard. Surely Netbiscuits is not doing this for free and the labels are likely using tours and new albums as fuel for these mobile optimized sites. Stated another way, if your label won’t help you reach your mobile audience what do you do?

You could go text message only but this limits you to 160 characters and if this is all you want to do, Twitter would be a worthy choice and I’m going to bet that most bands and their members have already established large Twitter followings.

Where it gets interesting from a mobile presence perspective is that Twitter is tough to use on the go due to the sheer volume of off-message content and the fact that you can’t link to other content via a consistent destination.

When we created Ruxter we definitely had bands and music artists in mind and as evidence of this, anyone can link to a music or video file from their Ruxter site. What’s more, Ruxter’s free to use and your site is easy to share via the free keyword you choose.

Most mobile phones support MPEG4 video and AAC audio and any band or artist can share this content via their Ruxter site by simply linking to the encoded file on the server where it’s hosted. Other Ruxter elements like the ability to share with friends and the ability to have your audience send messages to you allows for a two-way connection via your Ruxter site.

Venues and independent acts can have Ruxter sites as well. The former can connect to artist Ruxter sites and the latter can connect to the Ruxter sites for the venues they will appear in, thereby creating an interconnected array of mobile optimized content for the music fan when they’re on-the-go.

There’s no need to wait for the label to create an optimized mobile experience for you and there’s no need to worry about creating an app. A free Ruxter site gets you the same level of connection. Shoot us an email if there’s anything we can do to help you get connected to your audience by mobilizing your band or music career via Ruxter.

Dale Knoop is a mobile multimedia patents holder and an industry-recognized pioneer of mobile data services. In 2005 Dale won an Emmy while serving as the GM for Sprint TV. In August 2009 he launched Ruxter which allows anyone to quickly and easily become part of the rapidly growing mobile internet with a free, fully optimized mobile website they can share with anyone. You can contact him here. Follow Ruxter on Twitter.

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