Coldplay is releasing the first track from its Capitol album "X&Y" as a 30-second master ringtone a full week before the entire song can be heard on the radio.
Coldplay is releasing the first track from its Capitol album "X&Y" as a 30-second master ringtone a full week before the entire song can be heard on the radio. "Speed of Sound," the lead single from the new album, is available now, exclusively to Cingular Wireless subscribers.
The debut is part of a new music program called Cingular Sounds, designed to launch new singles as ringtones before they can be heard anywhere else.
In return for gaining exclusive rights to debut songs, Cingular will give new releases visible placement on its Web site and top billing on its phone-based ringtone store, and will e-mail and text message subscribers notifying them of the new song's availability. Cingular will also promote the offering in radio, TV and print advertising.
Cingular VP of marketing John Burbank says the carrier will feature a different artist exclusive every week and has deals in place with other labels to deliver the content. "I'd like to think that we're a marketing partner for them," he says. "We're acting like a retailer and a new distribution channel for their product."
Wireless carriers like Cingular are looking to expand the ringtone market beyond the hip-hop genre, which has dominated the space to date, and are turning to mainstream acts with large followings to do so. "We're going to give extra-special treatment to bands that have the biggest fan base," Burbank says.
Coldplay's "X&Y" is scheduled to street June 7.