Multi-million selling artist Rihanna is to perform a secret gig on November 16th which will be streamed around the world on mobile phones to highlight Nokia’s new X6 handset. Whilst the music industry has seen severe financial issues caused by the internet due to illegal file-sharing, Universal is to team up with the mobile phone company to promote both Rihanna’s new album and Nokia’s new handset and social network applications group.
Nokia’s Global Head of Music for Nokia Liz Schimel said “We are thrilled to be working with Rihanna, who’s a massive superstar and brings great excitement to what we are doing. Together with Rihanna, Island Def Jam and her label Universal, we are pioneering new ways of connecting artists and fans around the world.” She added that the event will incorporate their “360-degree experience” using social networking sites such as Facebook and Twitter to communicate alongside the concert and give backstage information.
Forrester Research music analyst Mark Mulligan explained “We are in a period where the balance of power is shifting. Record labels are becoming a weaker part of the value chain. This fits in with the sort of thing Radiohead have done, Paul McCartney signing with Starbucks, Prince with his front cover mounted CD, all of these things are basically artists learning that there are different ways to get to market other than get a deal and get your CD in the shops or on iTunes.”
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