Page 13 - Sphere No.14 (Jul 2005)

pany DADA, 3 customers could see the best of
the festival in company with the popular Italian
rock and pop group La Differenza.
The response to this coverage of Sanremo has
given a huge boost to the already fast-growing
demand for music videos by phone in Italy.
Now it’s so popular that the new song by top
artiste Morgan, “Un Giudice”, became available
on 3 a week before the album was launched.
It’s not only pop music that 3 users want to down-
load. Top folk singers are taking their timeless tunes to a new
medium in Austria, as fans of real folk music are listening in
on their video phones. Songs by Austrian stars such as Claudia
Jung, Nockalmquintett and the Kastelruther Spatzen are
already available for streaming and downloading, and the list
is growing all the time.
In Sweden, 3 Musik now offers mobile customers a choice
of 40 music and video channels with over 500,000 songs.
And of course Hong Kong, a leading trendsetter in the world of
mobile phones, is at the forefront. Music videos are a key driver
of demand for phones as users clamour to watch the latest videos
from stars such as Leon Lai. This feature is so popular that 3
Hong Kong is now providing music lovers with music videos and
audios frommore than 200 local and international artistes.
A particular favourite in Hong Kong is Mini
Music Video, featuring the latest hits songs every
day. The songs are recommended by top
Commercial Radio 2 disc jockeys including
Jan Lamb, Donald, Kitty and Jim.
Even Eurovision!
Perhaps the strongest sign that video mobiles are
fast becoming the way of seeing the stars is the fact
that this year’s Eurovision Song Contest, the world’s
biggest competition for pop music, was broadcast on mobiles.
Partner Communications of Israel offered a live broadcast of
Eurovision 2005.
It’s clear that music video downloading is one trend that will
run and run. This is just the beginning. As more and more
customers start using 3G video phones, 3 is already making
sure it can offer the music they want to download. So if you see
someone singing along to his mobile phone, don’t worry – he’s
probably just downloaded that fabulous new Natasha
Bedingfield single.
3G
From left to right: Italian singer Gigi D'Alessio with his digital golden
record after more than 50,000 music content downloads; Natasha
Bedingfield, the most watched artiste on the 3 network . . . with her
3 award; Britney Spears in concert; a song from Leon Lai – any time.