Mobile entertainment provider Myxer is partnering with EMI Music to bring the record company’s digital library to the mobile music platform so fans can buy officially licensed content.

EMI Music has become the first major label to take its digital entertainment catalog to Myxer’s mobile Internet platform. Music fans will be able to buy full-track music, music videos, images, ringtones and other EMI content.

“Myxer’s goal is to have the largest and best mobile entertainment catalog and this partnership represents the first large-scale adoption of Myxer by a major music label,” said Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL.

“It goes beyond simply using Myxer as a vehicle for delivering music to mobile devices, but also includes a deep emphasis on using mobile to enhance the artist-fan relationship,” he said.

“We therefore expect growth to come not just from selling more content from our newly expanded content catalog, but also by monetizing the increased audience engagement that results from mobile.”

Myxer is a mobile entertainment and personalization site with more than 25 million users and more than 65 million mobile downloads a month.

EMI Music is the recorded music division of EMI Group Limited. Its record labels include Angel, Astralwerks, Blue Note, Capitol, Capitol Nashville, EMI Classics, EMI CMG, EMI Records, EMI Televisa Music, Manhattan, Mute, Parlophone and Virgin.

EMI artists include 30 Seconds to Mars, Billy Idol, Lily Allen and Katy Perry.

Mr. Spiro said that this deal represents a significant growth opportunity for Myxer and its upcoming cross-platform mobile MP3 download store.

“Because our partnership includes full-track song downloads, in addition to personalization products like ringtones and wallpapers, we are well positioned to take advantage of massive growth trends in mobile music consumption,” Mr. Spiro said.

“For EMI, they are striving to offer fans more ways to discover music and experiment with ways to connect their artists with their fans, and Myxer is a new kind of partner for EMI,” he said.

Eighty percent of Mxyer’s users are 13-34 years old, but widgets and customized mobile Web sites for EMI artists will broaden that demographic with a direct relationship between fan and artist.

Adding EMI’s music to Myxer’s platform extends its product offerings beyond ringtones to include full tracks as well.

EMI’s catalog will be offered as premium content, but no price-point decision has been made yet.

Myxer said that EMI may also choose to offer some of the content on an ad-supported basis as part of a promotional program.

Ties that bind
Plans are also in place for EMI to use Myxer’s mobile Web platform to create branded WAP sites for the record label’s artists.

Mr. Spiro said that launching mobile sites will help EMI artists create a direct relationship with their fans.

The mobile sites will let fans access information specific to their favorite artists, including where the band is playing. They can also download free content, buy tracks and stream music.

“Simply put – that’s where their fans are – mobile,” Mr. Spiro said. “Fans are at their gigs, fans are driving around town, fans are everywhere – and more often than not, they aren’t necessarily sitting in front of their desktop computer.

“Plus, while the whole world is talking about apps (and we will also be introducing apps), the mobile Web is just so much more accessible to more people, so it will be a critical component for successful artists,” he said.