*Cash Money/Universal Motown has launched a mobile subscription service that gives fans direct access to content featuring such label artists as Lil Wayne, the Hot Boys and Birdman, reports Billboard.
For $9.99 per month, charged directly to a user's phone bill, Cash Money Mobile will deliver ringtones, graphics, videoclips, text alerts and contest opportunities related to its talent roster.
Universal had a soft launch for the program in June, around the release of Lil Wayne's chart-topping "Tha Carter III." Since then, subscribers have had access to a dozen exclusive ringtones that comprise second edits, remixes and alternate takes of album tracks.
Similar subscription programs are commonplace with mainstream artists. Island Def Jam started its own IDJ Mobile subscription service this year.
"But this is Cash Money. It's a small boutique group of artists with a very similar fan base," according to Kameo Carlson, senior vice president of digital business development for Universal Motown Republic Group (UMRG). "There's a core group of consumers that associate with the specific Cash Money brand." That core group helped make Wayne's "Lollipop" one of the first platinum-selling ringtones in the United States earlier this year.
According to Carlson, the company has not yet determined the number of subscribers who have signed up for the initiative. But more than 100,000 fans have subscribed to Lil Wayne's free mobile fan club, which offers services like text updates.