Universal Music partners ID Interactive for customizable ring tone stores


MUMBAI: Universal Music Group (UMG) has entered into an agreement with ID Interactive Inc. to provide a custom-ring tone solution for its music labels.

The UrTone player, developed by ID Interactive Inc., allows consumers to select any part from any track offered by their favorite artist, and customize a ring tone to be delivered instantly to their mobile handset. Users can alter start and end points of the ring tone, as well as the actual duration of the tone to within 1/10 of a second. These online stores will be compatible with every major US phone carrier.

"Universal is dedicated to offering music fans the very best in phone personalization and our new agreement with ID Interactive is a great way to start the new year. Their UrTone player is an elegant and excellent platform to showcase the high quality and depth of UMG’s extensive catalog," said UMG market-leading division eLabs E V P Rio Caraeff.

ID Interactive Senior VP of Sales & Marketing Bobby Israeli added "We are thrilled to have been given this opportunity to partner with the world’s leading music company. The UrTone player is ideal to power UMG content, as these stores will provide consumers unlimited options with unprecedented access to creating ring tones from an amazing and unparalleled roster of artists across all the UMG labels,"