Music giants Island Records and Def Jam Recordings are monetizing their mobile Web site at http://IDJMobile.com by selling mobile advertising.

Island Def Jam Music Group has tapped mobile ad network Quattro Wireless to provide ad-serving technology for the mobile Internet site at http://IDJMobile.com. With Quattro as its exclusive WAP ad partner, Island Def Jam now can provide advertisers with unique opportunities to reach fans of its artists.

"Quattro and Def Jam have partnered to provide advertisers the opportunity to reach the key demographic of urban males and females ages 16-25 using IDJ mobile," said Lars Albright, vice president of business development for Quattro Wireless, Waltham, MA. "As more of today's youth is online via their mobile devices, advertisers can easily reach fans of top pop artists such as Mariah Carey and Kanye West with IDJ mobile."

Island Def Jam's artists including Mariah Carey, Rihanna, Kanye West, The Killers, Fall Out Boy and Bon Jovi.

The label's roster also includes The-Dream, Melissa Etheridge, Jay-Z, LL Cool J, Nas, Ludacris, Lionel Richie, Hoobastank, Sum 41, Rick Ross, Young Jeezy and Ne-Yo.

The types of mobile advertising will include exclusive WAP Ads for IDJ mobile, banner placements, sponsorships, content integration, roadblocks and site takeover opportunities that are available to marketers that want to partner with any of Island Def Jam's music artists.

IDJMobile.com provides exclusive news, photos, videos, blogs and other content about Island Def Jam artists.

Using Quattro Wireless's ad platform, IDJ can extend its brand and broaden its audience while remaining focused on delivering an exceptional consumer experience.

In addition, Quattro lets IDJ pursue new and advanced opportunities for advertising partners on the new mobile Web site, including special banner placements and channel sponsorships.

Quattro is working with multiple companies in the urban sector including Boost Mobile, Bossip and now IDJmobile.com.

As the use of mobile marketing increases across all demographics, Quattro will continue to align itself with industry leaders.

Quattro Wireless boasts some of the world's leading advertisers today, including P&G, Sony, Lionsgate, Toyota, Unilever, Ford and American Express.

"Certainly, national brands who want to partner with today's leading music artists and have direct connection to today's active consumers would be ideal candidates to advertise on IDJMobile.com," Mr. Albright said.

The Island Def Jam Music Group is home to a multi-cultural and diverse family of artists.

It is comprised of Island Records and Def Jam Recordings, and is in partnerships with Disturbing Tha Peace and Slip N Slide.

Quattro Wireless is a mobile advertising network specializing in taking wired assets to the wireless world.

With a pre- and post-click technology platform, Quattro provides publishers and premium branded advertisers with a turnkey solution to extend their Internet offering to the mobile Web.

Publishers leverage Quattro's proprietary mobilization technology and interactive feature set to launch dynamic, ad-supported mobile Web versions of their wired Web sites.

Advertisers partner with Quattro to design, develop and serve targeted and interactive campaigns to the Quattro Network audience.

"Quattro sought to provide advertisers a practical way of reaching targeted audiences with highly coveted and unique demographic mixes, like those of IDJ," Mr. Albright said. "Since the majority of those types of users are on the go, Quattro's Ad Platform enables advertisers to have an additional outlet to reach this key demographic, like IDJ mobile consumers, who are not next to their TV, radio or computer.

"While the deal pertains specifically to IDJ, the model for enabling advertisers to reach targeted audiences through sophisticated technology, like Quattro's, can be universal," he said. "Not only can a brand have their presence powered by great technology but they can allow marketers to partner with them in smart, targeted and cost-effective ways through their new mobile-driven advertising opportunities."