Warner Music UK and O2 Partner to Offer Red Hot Chili Peppers' First Ever Mobile Digital Releases and Back Catalogue

·        New single, album and back catalogue pre-released exclusively to O2 ·        Warner Music and O2 announce joint marketing campaign to launch Stadium Arcadium album   For the first time ever, Red Hot Chili Peppers’ digital content has been made available for mobile download in an exclusive content, marketing and promotional partnership between O2 and Warner Music UK.   From today O2 music fans can buy full track downloads, ringtones and videos via their mobile from the band’s new album Stadium Arcadium as well as the Chili Peppers’ entire Warner Bros. back catalogue – none of which has ever been available for mobile download before. This is the latest offering from the ground-breaking content deal which, from April 4th, also enabled O2 customers to purchase full track downloads and realtones of the single, Dani California, before it was available in shops.   O2’s Red Hot Chili Peppers content ·        Exclusive access to ringtones and videos from the Red Hot Chili Peppers’ back catalogue, featuring major UK hits such as Aeroplane, Breaking The Girl, By The Way and Californication (Exclusive to O2 until 11 May 2006) ·        Stadium Arcadium album content, including full track downloads, video and realtones (exclusive on O2 until 15 May 2006) ·        Dani California full track download, realtones and video downloads Enhancing the live experience – money-can’t-buy promotions ·        Tickets to the sold out UK tour – O2 customers can win tickets to every date in the band’s UK tour, from Earls Court to Manchester Arena, despite tickets having sold out almost immediately ·        O2 UK customers can feel like true fans at their gigs by winning signed merchandise including a one-off trademarked surfboard, converse trainers, t-shirts and skateboards ·        O2 will also collaborate with Warner Music to offer some live content and backstage footage filmed during the tour to download from O2 Active, so fans can relive the concert experience again and again through their mobile ·        Exclusive tickets to the opening night of their European tour in Barcelona

Warner Music and O2 will today launch a significant co-branded above the line campaign In a display of its commitment to the mobile music platform, Warner Music features O2 logos and branded text calls to action across executions in print, outdoor and TV. The advertising also highlights the strong promotional incentives for O2 music fans, such as the tickets to the sell out tour and signed merchandise.
Grahame Riddell, Head of Content Marketing at O2 UK, comments “For O2, music is all about building communities that let fans interact with their favourite artists and live music – whether it be international superstars or up and coming new acts – and we believe this will be key to the future success of mobile music services.  Indeed, this partnership with Warner Music not only allows us to offer O2 customers the first ever digital content from one of the world’s greatest bands, but to also offer innovative mobile music services that enhance the fans’ live experience.”   Adrian Coultas-Pitman, Head of Digital, Warner Music UK added, “At Warner our string of digital ‘firsts’ demonstrates our commitment to develop innovative music-based content for delivery over the latest digital platforms. We’re thrilled to have partnered with O2 to enable Chili Peppers’ fans to interact with the band and experience their music whenever and however they like. Joining marketing and promotional forces with O2, in addition to providing tailored content, will mean reaching a wide scope of fans – introducing them to the new album, as well as re-living the band’s numerous hits.“  Fans of the Red Hot Chili Peppers can access all this exclusive content through O2 Active, O2’s entertainment portal, where they can download full tracks, video clips and realtones direct to their handset. Alternatively O2 customers can also text RCHP to 2020 to buy the ringtone. All Red Hot Chili Peppers promotions will be hosted on O2 Active or at www.O2.co.uk/blueroom