Def Jam Records continues it all-out mobile push with a deal to embed content from multiple artists from its roster on a Walkman-branded Sony-Ericsson phone.
The W910i, distributed only in the UK, will feature video and audio content from such artists as Mariah Carey, Rihanna, Nas and others starting this week. British retailer Carphone Warehouse has the exclusive on the white-and-gold device.
Def Jam has several other mobile initiatives underway, including the Def Jam Mobile subscription service for ringtones and other content through partner Flycell, a Def Jam streaming radio feed expected to go live later this spring with partner mSpot, and a branded mobile Web site of its own.
More artists are starting to embed their music in mobile devices. Madonna agreed to pre-load content from her “Hard Candy” in Samsung devices in France earlier this month.