EMI Music UK is kickstarting a mobile marketing strategy that will involve the launch of a promotional drive for all its record labels, including Parlophone, Blue Note, Virgin and Manhattan.
The world's biggest independent music company will use wireless technology to target music fans with campaigns built around competitions, artist information and special access to events. It also plans to offer exclusive mobile content as well as sales discounts.
EMI is keen to drive consumers to mobile websites promoting its major artists, who include Coldplay, Robbie Williams, and Lily Allen.
