MTV Networks Europe has forged a partnership with Gulp Music to offer exclusive mastertone ringtones for Motorola cell phones.

MTV Networks Europe has forged a partnership with Gulp Music to offer exclusive mastertone ringtones for Motorola cell phones.

The specially created mastertones, which are clips of actual recordings, include previously unreleased content from such artists as Orbital, Roger Sanchez and the Prodigy's Maxim. London-based Gulp Music, a supplier of pre-cleared music for TV, films, video games and mobile phones, will license the music.

The one-year deal is the latest component of a three-year, $75 million international marketing agreement MTV struck with mobile phone giant Motorola last March. It marks the first time MTV Europe has provided mastertone content.

"The deal with Gulp Music means that we can continue to provide Motorola with the very latest mobile content available," says Carmel Landy, director of mobile media, MTV Networks Europe. "Mastertones allow personalization of mobile phones to an even greater degree than ever before and will enhance new Motorola handsets."

Users can download the content from MTV Europe's 10 localized Web sites and from Motorola's site. The content is optimized for Motorola handsets and available only in Europe.

Nicholas Reichenbach, VP international business affairs at Gulp Music, comments: "MTV is a great addition to our client list and is further proof that mastertones can introduce an original and appealing element to a marketing campaign. I am convinced that we will see a great take-up of mastertones among Motorola users."

Representing a stable of composers including the Prodigy, Paul Oakenfold, Muse, Roger Sanchez, David Holmes, Hybrid, The The, and Lemon Jelly, Gulp claims a catalog of more than 350,000 licensed tracks from Universal Music, BMG records and Sony, among others.

Its clients include clothing specialists Adidas, Reebok, Boss and DKNY, and beverage makers Guinness and Budweiser.

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