Sony BMG, one of the top four recording companies, has signed a deal with Mozes, a start-up that connects communities through mobile phones.
Mozes will hand Sony BMG music artists a way to communicate with fans through text and voice messages. Right off, this isn't spam, says the company's CEO Dorrian Porter.
He says Mozes only sends messages to people who have opted into the program. If you're a hard-core fan of musician Teddy Geiger, Porter says, you'll want him texting you with his next concert date or leaving a voice message about an upcoming release (Geiger uses the service, Porter said).
"People want a way to manage their messages," Porter said. "This is a way for people to be in control of who communicates with them on their cell phones."
Under the terms of the deal, Sony BMG artists can send text and voice message updates to fans, who in turn can send their own messages back as well as check out those left by others.
Bands are making their fans aware of the service during concert performances by shouting out their text codes. Concert-goers join the service by texting the performer and opting in.
For Sony BMG, this marketing method can offer a much more directed link to its target communities. Porter said Mozes has deals with a major retailer and NBA team.
Mozes charges companies a monthly fee, but the service is free to consumers. The 22-employee company based in Palo Alto, Calif., raised $11.5 million recently in a second round of funding, according to TechCrunch.