Island Def Jam Music Group has launched the first-ever label-centric mobile subscription service in a deal with mobile and online media company Flycell.

IDJ Mobile will offer subscribers exclusive online and mobile content, including ringtones, graphics and games, along with label news, artist mobile blogs and sweepstakes for backstage concert passes and other prizes.

The service launched today (Feb. 20) with exclusive ringtones and other content from Kanye West -- its first flagship artist. IDJ plans to add content from Rihanna in the next week.

IDJ will be available for $9.99 a month to mobile customers of Sprint, T-Mobile, Verizon Wireless, AT&T, Virgin Mobile, Boost, Alltel, Cellular One, Metro PCS and Suncom.

"This deal is a great example of Island Def Jam's strategy to create new and exciting customer experiences and revenue streams in the mobile and online space through partnerships with innovative companies," said Christian Jorg, senior VP of new media and commerce at Island Def Jam.

Jorg said the label plans to put out exclusive content tied to new music releases.

Under the new deal, Flycell will power the service, handling billing and content delivery. Flycell will also promote the service by expanding Island Def Jam's mobile presence. Island Def Jam will provide exclusive artist content and marketing and promotional support.

"Flycell continues to break the mold in developing innovative new business models and engaging entertainment experiences both mobile and online," said Flycell CEO Alberto Montesi.