MocoSpace's mobile network has teamed with Island Def Jam Music to link the record label's artists to the social network's user base. Similar to how artists are promoted on MySpace, Def Jam's Playaz Circle will be using a branded profile on the MocoSpace network, as a mobile resource for fans.
Users will be able to get voice tones and other content that's being offered exclusively through MocoSpace, which recently received $3 million in funding. There will of course be the expected backstage footage from the group being on tour, and video blog entries. And it looks like Def Jam may be looking to take advantage of MocoSpace's mobile offering, as it may launch additional promotions for other artists, including Rick Ross.
I can see the benefit of this strategy, as many teenagers have constant access to mobile networks, whereas websites may be less readily available throughout the day. Additionally, the promotion of mobile content only makes sense for distribution on mobile networks. Nevertheless, we hardly see this level of promotion on a mobile network that's not affiliated with a wireless provider, coming directly from a record label. We'll see how well it pans out for the niche market.
