Suretone Records is embracing the social media movement with a new Web site designed to give fans of its artists greater interactivity and access to media.

To do so, the label has partnered with companies like Fuse, Mozes and BKWLD. BKWLD designed the site, Flux added various social networking tools, and Mozes contributed the mobile text-messaging element.

Fans can create profiles, share content, upload photos and video, chat on message boards and participate in various contests. On the mobile end, fans can sign up for text message alerts from the artists of their choice, leave them voice messages, and interact with other fans.

Meanwhile artists are free to utilize any of these tools as they see fit in order to create custom communication programs for their fans.