Universal Music Group is expanding its lineup of direct-to-consumer mobile content and services for Spanish-speaking and bilingual music fans.

The company is using Mozes' mobile engagement platform. Users can connect to their favorite artists by personalizing their mobile device. 

?The Hispanic community is not only ahead of the general market on mobile voice and data use, but also No. 1 in text usage,? said Dorrian Porter, CEO of Mozes, Palo Alto, CA. ?Mobile is the most effective way to reach this audience with measurable results to justify the investment.

?Many of the labels and bands that we work with, like Universal Music Group, are dedicated to serving this large and growing market and we are pleased to help provide the tools and support to do so,? he said.
 
?With the launch of our new Spanish-language support, Mozes is dedicated to empowering marketers to deliver interactive mobile experiences to the Spanish-language community.?

UMG claims that it is the world?s leading music company with wholly-owned record operations or licensees in 77 countries.

Mobile music interaction
UMG artists will be able to establish direct connections with Spanish-speaking fans via mobile campaigns such as text updates, mobile sweepstakes and online widgets in Spanish.

Campaigns created in Spanish can also be directly promoted to artist Facebook and Twitter pages from within the Mozes Connect platform, encouraging social engagement among Spanish-speaking fans.

?The use of mobile is extremely powerful around points of passion, such as music,? Mr. Porter said. ?Mozes makes the time at live music events more engaging for fans by allowing them to express their excitement, participate directly, and even share their experience on Facebook and Twitter.

?Smartphone adoption will drive even more compelling engagement scenarios around live music events,? he said. ?I don't believe you will be able to go to a concert in two years where mobile is not integrated into the live music event for the benefit of the artist or fan.

Music history
This is not UMG?s first foray into mobile.

In February, the company unveiled its mobile strategy for artists, incorporating text messaging to provide music fans with SMS alerts whenever favorite artists are in town (see story).

?Making a connection with a fan on their most personal device at a time when they are the most passionate, allows the artist to then establish an ongoing relationship with that fan well beyond the live music event,? Mr. Porter said.

?The mobile phone at live music events is also a natural fit for artists to build email databases, grow their Facebook fan count or otherwise connect with their audience,? he said. ?The key is that the passion and excitement generated from a live music event can be captured with mobile engagement and continued after the experience for the benefit of both the artist and fan.?