Grammy Award winner Yolanda Adams is the new face of Columbia Card Systems International’s Visa mobile debit card. In addition to appearing in a series of television, radio and print advertisements, Adams will also brand her own debit card through an agreement with CCSI.

Among the key features of the Visa mobile debit card is the cardholder’s ability to send or receive money to other users of the service via cell phone, PC or landline anywhere in the world in real time (less than a minute) and for under two dollars.

“Some companies think people of faith don’t have brains and understand money,” Adams told Billboard.biz. “We do, and my job is to help this constituency raise money and also put programs in place that will help young people save versus spend. I look forward to representing a product that is relevant in everyday life. Look for a long relationship with this.”

“This is a big step in creating awareness about our product with families and community groups,” adds Eric Robinson, director of marketing for CCSI. “The Columbia Card will allow people with children in college as well as other family members to get cash immediately without the traditional high fees. With Yolanda’s enormous fan base, we can reach a broad range of people.”

Robinson noted that CCSI is also in talks with two major record companies to sign up for the service to, for example, handle on-the-road expenses related to touring. CCSI is a wholly-owned subsidiary of Los Angeles-based Smart SMS Corp., a mobile entertainment marketing and distribution company that specializes in market branding via text and multimedia messaging.

Its clients include television shows, entertainers, athletes, major brands and fundraising programs.

The contemporary gospel star’s other business ventures include her role as host of a five-hour syndicated morning show via Radio One and the Yolanda Adams Radio Network (Billboard, May 26). She is also in talks with three clothing manufacturers about her Yolanda’s Clozet clothing line, which will become available online in spring 2008.

Her role as national spokesperson for Columbia Card kicks off in October, coinciding with the release of her Jimmy Jam- and Terry Lewis-produced Christmas album, “What a Wonderful Time.” The Columbia Records project is slated for Oct. 17. Adams is already at work on a 2008 studio album whose collaborators include singer/songwriter Gordon Chambers.

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