Myriad of content being created.

Concord Music Group has chosen American Greetings Interactive to develop and distribute digital products and services based on its entire music catalog.

The two have partnered to create such applications as ringtones, ringback tones, mobile phone wallpapers, videos, electronic greeting cards and invites, as well as instant messaging content like emoticoms, skins and other digital content.

Concord said it will use recordings from such artists as John Coltrane, Miles Davis, Ella Fitzgerald, Rosemary Clooney and many others in its repertoire to create this new digital content.

American Greetings will distribute these services through its mobile and online outlets. These include its wireless carrier partners as well as such online properties as MIDIringtones,,, and and co-branded sites with Yahoo, MSN, AOL and Earthlink.

American Greetings’ mobile division has formed similar deals with Def Jam and Univision to convert their content into mobile products as well.

Concord also will market the content via its Web site. Concord Music Group labels include Fantasy, Milestone, Prestige, Riverside, and Peak Records, among others. The company released the Grammy Award-winning "Genius Loves Company" album from Ray Charles via a marketing and distribution arrangement with Starbucks.

In addition to the digital offerings, American Greetings will distribute Concord Music CDs on its 540 storefronts by Christmas, the company tells The two will partner to create original compilations in the same vein as "Genius Loves Company," says American Greetings Interactive SVP and GM Bryan Biniak.