The chart-topping pop artist Robbie Williams has signed an exclusive deal with global telecom giant T-Mobile, a mobile phone network that could revolutionise the way fans buy his songs, as they will be allowed to download songs, exclusive live tracks, concert footage but more important, ureleased tracks to their mobile phones.
EMI enlisted artist Robbie Williams, 30, will also be a "brand ambassador" for T-Mobile, like his new football instructor David Beckham was for Vodafone.
"The future is music by mobile", Robbie Williams concluded.
T-Mobile is expected to launch a download service over its 3G network as well, while Apple, producer of the iPod music player, is working on a hybrid device with mobile phone manufacturer Motorola, and Napster has signed a deal with Ericsson to develop global download services.
The 18-month novel deal, wich is "the biggest tie-up yet between a big artist and a phone company" according to the Guardian, is a sign that both the artist and the company trust their instinct that mobile music delivery will become an important factor in boosting flagging record sales.
According to John Leahy, marketing and creative director at EMI, "It signposts the way record companies will be working in future for these artists. There's a huge opportunity there and many similar deals will follow."
The phone giant is said to have been planning a worldwide advertising campaign, which will be launched in a few weeks.
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