Columbia Records Teams Up with mywaves to Mobilize Video Content

mywaves, the largest mobile video destination for consumers, today announced a marketing initiative with Columbia Records to make music video content for nine artists available through mywaves mobile channels at Consumers will be able to watch video from artists including Wyclef Jean, Bow Wow, Omarion, Three 6 Mafia, Lyfe Jennings, and Nas from their cell phones, free of charge. The programming has been reformatted for optimal mobile viewing and available on and

mywaves is attracting more than 1.5 million unique visitors per month to discover and watch video channels featuring user-generated content and professional programming from the world’s leading entertainment companies. The average mywaves user returns to mywaves weekly and spends 20 minutes watching video on their handsets. Beginning this month, Columbia Records will roll out its mobile channels to the mywaves global user base.

“mywaves is the definitive destination for mobile video, and an ideal platform for our artists to connect with their fans while also providing ways to monetize this highly desirable content,” said Kathy Baker, Senior Director Digital Marketing, Columbia. “The combination of our artists’ content with mywaves’ broad distribution provides the ideal vehicle for advertisers to reach and engage mobile consumers.”

“Music is the most popular genre of content for mobile viewing with an established audience that includes the most desirable and influential consumers for many brands,” said Rajeev Raman, CEO, mywaves. “By delivering a broad spectrum of Columbia content, we will be providing our mobile viewers with exactly the material they desire and we expect usage to skyrocket, as it has on our other music focused channels. These channels are an effective venue for brands wishing to reach the on-the-go generation.”

Columbia Records and mywaves will initially roll out individual mobile video channels for each of the following artists: Wyclef Jean, Boys Like Girls, Tiffany Evans, Nas, Three 6 Mafia, Yolanda Adams, Collie Buddz, Lyfe Jennings and a joint channel in the spirit of the highly anticipated collaborative album from Bow Wow and Omarion, entitled “Faceoff.” These mobile channels will contain music videos, interviews, behind the scenes and other video content.

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