Ringtones: The beat goes on

Ringtones are like Muzak--you still hear them all over the place, but you don't hear much about them. Earlier this year, performing rights organization BMI released its annual projections for U.S. ringtone sales, declaring the ringtone's novelty phase over and forecasting that 2007 revenues will decline to $550 million in retail sales, down $50 million from last year. Consumer interest definitely seems to be on the wane, no doubt due in large part to market saturation--there are very few popular artists and songs not immortalized via ringtones, especially if you figure do-it-yourself ringtone customization applications into the equation. The 'wow' factor is pretty much kaput.

The concept of original music and voice ringtones has kicked around for some time, evolving in fits and starts but never gaining a solid foothold in the marketplace. So in the midst of a brutally slow news week, I was intrigued when integrated mobile media company g8wave announced a deal with Canadian prog-rock trio Rush to release original "drum tones" featuring the band's celebrated drummer Neil Peart. I'm not a Rush fan, but I'm old and uncool enough to know a few people who are, and it's not a stretch to imagine them going crazy for this. Peart is a god in drummer circles, and the group's core fan base is intensely loyal. A 30-second ringtone featuring the synthesizer intro to "Tom Sawyer" may hold some appeal, but an original Peart drum solo unavailable anywhere except via mobile download will seem like a must-have accessory.

Rush drum tones may not mean much to you, and no way do they mean anything to your average 17-year-old mobile subscriber, but whoever you are and whatever niche you fall into, there must be a ringtone expressly for you. Whether or not that ringtone actually exists is another question altogether. But admit it--right now, you're thinking how cool it would be if a company like g8wave inked a similar deal with your favorite artist. (Original Neil Young guitar solo tones? Sign me up.) Ringtones in their current incarnation may be yesterday's news, but there are still wrinkles to explore, concepts to exploit and new demographics to tap--the same things you can say about rock 'n' roll itself. - Jason