Sony BMG U.K. has joined forces with international cell-phone operator Orange and handset maker Sony Ericsson to launch an integrated pan-European marketing campaign for British pop/urban act Jamiroqu

Sony BMG U.K. has joined forces with international cell-phone operator Orange and handset maker Sony Ericsson to launch an integrated pan-European marketing campaign for British pop/urban act Jamiroquai.

The multi-media campaign, which kicks off this month and runs through to the second half of 2006, will use the band's frontman Jay Kay to promote the new Sony Ericsson K600i third-generation device.

The 3G technology enables the handset users to download songs and video content via Orange World, the wireless operator's entertainment and information portal.

The venture is also part of the promotional campaign for the band's latest album "Dynamite" (Sony Music), which is currently at No. 18 after eight weeks on the Official U.K. Albums Chart.

During the campaign, various Jamiroquai master ringtones and video content will be made available exclusively to Orange K600i users. Each master ringtone will cost between £1-3 ($1.80-$5.20), while the price for each video is £.50 ($0.90) to £1 ($1.80).

The K600i handset rolls out this week in Orange's five European markets: the United Kingdom, France, Austria, Switzerland and Spain.

A private Jamiroquai concert exclusively for customers of Orange and its key partners is scheduled for the coming months. Details have yet to be confirmed.

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