Coors Light is sponsoring a multiplatform streaming concert series that is available on all Web-enabled handsets that support video.

UVuMobile Inc. and Global Digital Syndication partnered with Coors Light in Puerto Rico to stream four to six concerts during the first half of 2010. The additional concerts came after an Oct. 30 concert with Medalla Light and Jowell y Randy.

?Mobile is an integral part of the Latin lifestyle and Coors Light understands the mobile consumer,? said Jonas Hudson, founder of Global Digital Syndication, Los Angeles. ?The Latino mobile user is savvy and has been a longtime consumer of mobile content.

?With the deeper penetration of connected handsets, the users have demanded more robust and rich content,? he said. ?Most content owners have struggled to supply content that is relevant to the consumer?s needs, so we took the simple path of least resistance and combined what we know the users demand ? music ? and paired it with a rich media offering ? live concert streaming. 

?Coors Light saw the opportunity to attach their brand with the rich-media music experience and provide to mobile users A-List content whenever the users want it and wherever the users are located.?

UVuMobile offers services and products that deliver video and audio content to mobile handsets.

Global Digital Syndication connects studios, music labels and talent in the entertainment industry with brands in the new-media space.

Mobile streaming: next wave of music?
The concerts will be broadcast over a six-month period starting in January using uVuMobile's VXStream 2.0 streaming and ecommerce platform.

The shows will be available to global consumers both live and on-demand delivered to Web-enabled mobile devices, desktops and connected devices.

Jowell y Randy?s Oct. 30 performance was streamed to consumers in Australia, Canada, Peru, Sweden and more than 45 other countries.

The streaming content features the 60-minute concert, interviews with the artists by Mariana Vicente, 2010 Miss Puerto Rico, exclusive behind-the-scenes footage and commentary from the audience.

Consumers were able to subscribe directly from their phone, register through Jowell y Randy's social media sites or through ClikConcert.com.

Coors Light will help promote the content via their Web site, SMS and email to their database, as well as via traditional banner ads, billboards and in-venue announcements.

Mr. Hudson said that streaming to mobile is the next step in the evolutionary mobile music content chain. 

?Ringtone sales are disappearing as users handsets can create their own, full track sales are languishing as more content owners are using their music as marketing tools rather than to sell, so video based music content is natural,? Mr. Hudson said. ?Streaming live events changes the game by giving users full access to their favorite artists anywhere, anytime.

?Coors Light is one of the strongest brands in the Latin America market, in a highly competitive industry,? he said. ?Coors Light understood the value of partnership and brand integration in the music space. 

?Coors Light has a rich history of innovative marketing campaigns tied to music. The beauty of this relationship is that it is intended to be a long-term relationship that will shift the way mobile users consume music related content.?