The 2010 Vans Warped Tour is connecting fans with mobile video blog updates from every stop of the 43-city tour.

The company partnered with Thwapr to use its video sharing service to send daily mobile video ?Pit Reports? to subscribers. Pit Reports include fan and musician interviews, sponsor booth tours and on-and- off-stage performance highlights.

?Our overarching strategy is to provide brands from all verticals a way to monetize existing or newly created video content though mobile video sharing,? said Bruce Goldstein, founder/CEO at Thwapr, New York. ?Thwapr is launching in to the vertical markets of music and live events with major event brands and bands.

?Thwapr?s technology allows brands to deliver rich video wrapped with graphical branding,? he said. ?Content owners can deliver branded content to a large audience simultaneously on hundreds of mobile devices representing hundreds of millions of users ? scaling from feature phones to smartphones and the latest app phones. 

?All of this is accomplished by using the features of the devices and does not need an app or require a download, making it as easy as SMS.?

The Vans Warped Tour claims to be America's longest-running touring festival, breaking up-and-coming indie talent as well as showcasing established artists since 1995.

Thwapr is a cloud-based mobile video sharing service that lets brands mobilize and monetize content.

Mobile music
Fans can subscribe to updates by texting the keyword WARPED to the short code 757575.

Users receive the mobile video updates via SMS and can click on a link to watch.

Additionally, users can share video content with friends via Facebook and Twitter.

?The mobile platform is ideal for live events and for music,? Mr. Goldstein said. ?Music fans are on the go at concerts and live events, they love listening to music and viewing video wherever they might be.

?The mobile audience is large and growing rapidly while more media and Web-savvy capable devices such as smartphones and app-phones are exploding in popularity,? he said. ?With Thwapr?s launch into the live event and music markets, the company is providing a new platform for brands to connect with their fans and consumers on a 24/7 device in their pocket and to add a new channel for monetization via sponsorships and advertising."

Daily videos
In addition to the company?s collaboration with The Van Warped Tour, Thwapr is working with Brooklyn-based band The Lordz.

The band is the first to adopt the company?s Share to Phone program, which lets them engage with fans via mobile devices.

The Lordz fans can subscribe by texting the keyword LORDZ to the short code 757575.

Additionally, Rockstar Energy Drink Mayhem Festival is using the service to send out daily video updates to subscribers from every stop on the 26-city tour.

?The target demographic for the Vans Warped Tour, Rockstar Energy Drink Mayhem Festival, and for the band the Lordz of Brooklyn, is the young teen and young adult category of 15-25 year olds,? Mr. Goldstein said.

?The Share to Phone and mobile video subscription services for the Vans Warped Tour, Rockstar Energy Drink Mayhem festival and the Lordz of Brooklyn are all free to end-users with unlimited data plan and unlimited text.,? he said.

?Standard text messaging rates would apply for any user with per-message plans and likewise bandwidth usage would apply for a-la-carte data plans.?

Final Take