The Orchard mobilizes its online catalog with Myxer

By Gabrielle Kalika

July 11, 2008

Play that funky music

Myxer tapped digital music and entertainment provider, The Orchard, to expand its mobile content library with the addition of new ringtones.

The free mobile content site will convert tracks from The Orchard's catalog of nearly 1.1 million songs into ringtones. All 11 million Myxer consumers will have access to the new ringtones, spannig a variety of international artists, genres and eras.

"The mobile content industry is exploding,” said Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL. “There is an ever-increasing user-base of consumers who are downloading mobile content at record pace.   

"Each of them is looking to enhance their mobile experience with personalization, information and entertainment,” he said.  “Add to that the phenomenal pace of consumer-generated content being created and shared online and you have an endless array of options. However, although there’s no doubt the market potential is huge, there is one main ingredient missing and thats simplicity." 

For many providers it’s difficult to make their content available on mobile.  In addition, consumers are often confused as to how to convert and download content.

Myxer and The Orchard will also be offering ad-supported ringtones to promote key artists from music labels such as Definitive Jux, Park the Van, DIM MAK, BCD Music Group, Nuclear Blast, Greensleeves and Musart Balboa.

These “picks of the day” will be available for download at http://www.myxer.com/.

Between an estimated five and 15 thousand ringtone downloads per day can be attributed to this feature.

Currently, Myxer has an estimated 20 million-plus mobile downloads a month. Its content library has more than 1 million ringtones, wallpapers, videos and games. The ad-supported site charges no subscription fee.

Myxer’s mobile platform offers content providers, advertisers and consumers mobile content and mobile advertising opportunities.

“The Orchard benefits from being able to mobilize their entire catalog,” Mr. Spiro said. “Using Myxer’s ringtone conversion technology, Myxer will be able to offer Orchard content for sale in front of the largest community of mobile content users in the U.S.

“Myxer also enables all artists, not just the bands with top 100 hits, to participate in the mobile marketplace and gain exposure and revenue from their music,” he said.  “Myxer provides the technology and the audience for everyone from an individual band, to a large distributor like The Orchard, to get more from mobile."