Rhino, Verizon In Exclusive Ringtones Pact

Mobile-phone owners get access to label's catalog.

Rhino Records is going mobile. The Burbank, Calif.-based subsidiary of Warner Music Group has teamed with Verizon Wireless to deliver exclusive ringtones from Rhino's catalog of '80s and '90s music.

Verizon Wireless "Get It Now" customers can download the "Rhino Retro Club" application to access ringtones, wallpaper and other digital content from Rhino and WMG artists such as Aretha Franklin, the Doors, the B-52's, Echo & the Bunnymen and Chicago.

Verizon customers will receive one free ringtone and one free wallpaper image when they download Rhino Retro Club for a $3.99 monthly access fee.

David Dorn, senior VP of new media for Warner Strategic Marketing, notes that wireless carriers have done a wonderful job of allowing teenagers to personalize their mobile handsets with hip-hop ringtones. But there's still an untapped older market.

"The adult audience, unfortunately, has not really been catered to," he says. "We want offer them something that can help them create a unique identity. The Rhino Mobile Music Club will offer dozens of ringtones that allow that audience to re-experience their past while at the same time allowing them to personalize their handsets the way the kids can."

The announcement comes days after Rhino partnered with Redwood City, Calif.-based Electronic Arts, the world's leading video-game publisher, to provide song exclusives for EA sports games.