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AG Interactive, Def Jam Power O2 Mobile Offering

Digitalmusicnews.com

European mobile operator O2 will soon incorporate some hip hop into its content deck. The company recently finalized negotiations with AG Interactive and Def Jam Enterprises, a pair that has already linked up to create Def Jam Mobile in the US. As part of the new arrangement, Def Jam content will be layered into the i-mode service from O2 starting October 1st. "The launch of Def Jam Mobile represents more than music," said Russell Simmons, pointing to a broader hip hop content offering. "It represents the entire hip hop lifestyle including games, film, television, video, comedy, sports, fashion and news." Urban-inspired ringtones, games, news, and other related content will be picked up by O2.

As in other forms of media, hip hop content remains ultra-hot in the mobile entertainment sector. "Urban music is the top selling category of mobile content," declared Christian Harris, country manager for AG Interactive UK. That makes the decision an easy one for O2, which will likely feel a bump from such a well-established urban brand. Meanwhile, the group is likely to experiment with emerging forms of mobile content, including over-the-air downloads, streaming videos, and variations on the standard ringtone. AG Interactive is the new media subsidiary of American Greetings Corporation.

posted by Sneaker15 @ 5:52 AM