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Press Release Category Entertainment - Music - immediate future Limited Release Date: January 11, 2005

EMI and Orange announce new music deal

By immediate future Limited
January 11, 2005
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Orange joins forces with EMI Music UK to offer official true tones and Fireplayer tracks

PR9.NET January 11, 2005 - EMI Music UK has signed an agreement with Orange, the UK's most popular mobile phone service, to offer an even greater selection of music content to its customers.

The deal allows Orange customers access to a great range of official true tones of EMI Music UK's artists including Kylie, Robbie Williams, Blue and Joss Stone, as well as Fireplayer remixable true tones from the likes of Kelis, Gorillaz and Richard X. The award winning Fireplayer service lets you download music tracks by your favourite artists and remix them on your phone. You can put down some echo, bring up the bass, add sound effects and loops –make them sound fresh, funky, and just how you want them to. Then you can save your remixed tracks and use them as unique true tone ringtones.

EMI Music UK's true tones and Fireplayer tracks will now be available on Orange World: adding to the great range of ringtones, true tones and music services available to Orange customers.

Danny Van Emden, Digital Media Director at EMI Music UK, comments: "This mobile phone deal is yet another way of helping our artists reach consumers. The opportunities we have with Orange allow us to deliver music content direct from our artists – and in the shortest timeframe possible so that fans have the earliest possible access to official products rather than cheap and poorly executed imitations.

"The deal also furthers our core aim to deliver EMI content through a wide range of digital media. Partnering with mobile phone companies is a natural progression from our recent web-based deals and puts a wide array of music content into the hands of our consumers."

Mark Ashford, Head of Commercial Relationships – Entertainment at Orange UK commented: "The deal with EMI is great news for our customers who will have fantastic true tones and Fireplayer tracks from EMI artists. It also demonstrates our commitment to working with the music industry to deliver high quality official content "
Music on Orange World
Orange customers can find the true tones and Fireplayer tracks on Orange World in the ringtones and music sections. Not only will customers be able to download the tones, they can also follow their favourite artists with daily news, free text alerts, competitions, interviews and much more.

Pricing and availability

Official EMI artist true tones and Fireplayer tracks are now available and will be priced at £3.50 per download. The Fireplayer application is free to download to selected handsets.

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About immediate future Limited

immediate future Ltd is an independent public relations (PR) and communications consultancy, specialising in media, creative and digital industries. The team is highly experienced in both corporate and business-to-business PR. We have a proven track record with clients ranging from public and private companies, to 'not for profit' organisations.

The company is founded on three core principles: in- depth industry knowledge, professional standards and accountability. We use these foundations to deliver a holistic approach to reputation management with proactive and creative PR strategies, trusted on- and off-line media relations, and a vast array of PR tactics. The result is high-quality public relations that makes our clients’ lives easier and brings real business benefit.

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