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OutKast take leading role in O2 music push.(News)

Music Week

| April 03, 2004 | COPYRIGHT 2004 CMP Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

O2 is offering its mobile customers the chance to download an exclusive remix of OutKast's The Way You Move as part of a 4m [pounds sterling] nationwide marketing campaign launching this week to push its digital music player.

Launched in November, the phone company's mobile music service enables customers to download thousands of tracks to its standalone player using their phone as a modem. However, it is now stepping up the campaign with an extensive nationwide push from April 1 involving TV ads, billboards and street posters, as well as hefty promotion throughout 02's High Street outlets.

O2 head of music Leslie Golding says that the launch follows two years' work by the mobile company, including extensive contact with the record industry. It currently has content deals with Aim representing the indies and all majors except EMI (with ...

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