Bringing Direct Marketing To The Music Biz — Via Cellphones

Another control advantage of the closed network: Cellphone Concert Promotions

The modern mobile phone — equipped with camera, Internet access and more — has proved to be a liability for some performers, like Akon and Beyoncé, whose regrettable moments were captured by fans and then immortalized on YouTube and similar sites. But for the fans themselves, mobile phones are becoming as important an accessory as an all-access wristband. Beyond using them to record a short souvenir, they are becoming a ticket to everything from free ringtones to V.I.P. treatment.

[…] Even when there is no fee, the service comes at a price: fans must give their phone numbers to marketers. And purists — and some artists — disapprove of fans pecking out text messages or snapping pictures during performances. Still, the arrival of a new generation of phone-based activities could add a new twist to live events at a time when rising ticket prices have discouraged many concertgoers.

See Turow‘s Niche Envy for more details.