EMI Music, Flytxt team for mobile marketing

EMI Music UK, the world's largest independent music company, announced it will partner with mobile direct marketing firm Flytxt to launch a new digital marketing campaign targeting listeners via exclusive wireless content, contests, artist information and special events. The promotional push, which encompasses EMI subsidiaries including Parlophone, Blue Note and Virgin, will employ Flytxt's Neon platform to drive consumers to the music giant's mobile content portal "The Raft," a storefront for full-track downloads and ringtones featuring acts ranging from Coldplay to Lily Allen. Flytxt will also oversee EMI Music's efforts to integrate its wireless promotions with its existing Internet, e-mail and CRM campaigns.

For more on the EMI/Flytxt partnership:
- read this Digital Bulletin article