U.K.-based mobile music-recognition firm Shazam Entertainment has forged a partnership with Ministry of Sound (MoS) to promote the independent dance label's artists. Rising act Deepest Blue is to be f

U.K.-based mobile music-recognition firm Shazam Entertainment has forged a partnership with Ministry of Sound (MoS) to promote the independent dance label's artists. Rising act Deepest Blue is to be first featured in the promotion, which starts in late February.

The campaign will target a database of the act's fans using Shazam's Songmail service, through which subscribers can send friends personalized text messages attached to song clips. A 30-second audio clip of the duo's second single "Give It Away" will be sent to mobile-phone users, accompanied with a voice recording from the artists, producer Matt Schwartz and singer/songwriter Joel Edwards.

By forwarding the clip on to peers, users can enter a competition to win a digital music player with the act's tracks preloaded.

This is the first time London-based MoS has used Songmail for promotion. Polydor Records in the U.K. last year became the first label to use the service, for a campaign to promote Sting. London Records has run a similar promotion for Holly Valance.