Coldplay Calling

Technology Review reports that Cingular Wireless launched its new ringtone service this week with the exclusive release of “Speed of Sound”, the first Coldplay single from its upcoming album XY, the response from fans was immediate.
“We’ve been floored,” says Mark Nagel, director for entertainment and downloadable services for Cingular. Fans can plunk down $2.49 to purchase a 15-second song snippet that can be used as their phone’s ringtone.
While mobile carriers have singed various deals with artists — Nokia teamed with Jay Z in 2003 to ship a phone that came loaded with MP3 versions of songs from The Black Album and ringtones, Cingular scored a coup by locking up an exclusive deal with one of the most eagerly anticipated bands of 2005 and offering a listen to its latest before any traditional outlets — radio and MTV. And the company is already locking up other artists. Upcoming exclusives include Ludacris songs and clips from bands appearing on the Vans Warped Tour this summer.
Interestingly, a quick check of the band’s website (by me) revealed that the band will be selling the ringtone on their site beginning tonight, and this disclaimer, “A ringtone of Speed of Sound is already available in the US as part of a new promotion via a mobile phone company to its customers. Coldplay have not entered into any agreement to facilitate this promotion.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.