Universal Music Group is partnering with mobile marketing service provider Mozes for Spanish-language content and fan engagement tools.

UMG is already a Mozes client, but will be using the Mozes Connect platform for direct-to-consumer promotions in Spanish. Those can include text updates, mobile sweepstakes and other interactive campaigns, which can connect to artists’ Facebook and Twitter pages. Mozes Connect also allows for delivery of voice messages to fans, mobile ticketing and consumer data collection.

UMG's U.S. Latin music company—Universal Music Latin Entertainment (UMLE)—has nearly 50% of the U.S. Latin marketshare, according to Nielsen SoundScan.

In a statement announcing the partnership, Skander Goucha, senior VP of digital for Universal Music Latin Entertainment, said that “until now, we have been unable to find the right platform that would enable us to meet the needs of this heavily mobile-active fan base in their native language.”

"Mobile engagement is the most effective way to reach multicultural audiences and deliver measurable results that justify the investment,” added Mozes CEO Dorrian Porter.

All UMLE artists will be using the Mozes platform's new Spanish capabilities, Goucha tells Billboard, allowing consumers to opt in to fan clubs by texting a shortcode they find online or in CD inserts.

Multiple studies have shown that Hispanics are more avid users of mobile technology than the mainstream. Most recently, new insights revealed by Experian Simmons found that Hispanic mobile phone owners are 63% more likely than the average to be heavy mobile users. According to Experian Simmons, 32% of Hispanic mobile consumers are Mobirati—that is, they consider mobile phones a central part of their daily life and cannot imagine life without them—versus only 18% of non-Hispanic consumers.

And, according to an April 20 article on Mobile Marketer, 40% of Hispanics in the U.S. connect to the Internet via their cell phones, but only 20% of marketers use mobile marketing campaigns.

Mozes VP of entertainment sales Aaron Clark will speak at the “Social Studies: Real-Time Social Networking Critique” panel at the Billboard Latin Music Conference on Tuesday, April 27 from 12 to 1 p.m. For more information, visit www.billboardlatinconference.com.

Questions? Comments? Let us know: @billboardbiz

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