DJ Envy Turns Handsets in Mixtape Players
“If I have a hot mixtape, it’ll sell out,” says DJ Envy. “A new album will be hot only for a few weeks, then die down. That’s what the kids want.”
Content provider Cellfish Media will distribute the seven-track compilations mixed by DJ Envy, and provide them as ringtones and full-track downloads to mobile consumers. Subscribers to the service can pay a per-download fee, or buy tracks in a discounted package. Additionally they will get seven new ringtones each month, along with daily insider tips about the latest happenings with the stars of hip-hop, as well as exclusive celebrity interviews and video blogs.
“Yesterday, kids would have to wait for a mixtape to be pressed up and distributed; today, they have to run home to their computers and search for it; tomorrow, the instant something is blowing up, it shows up in your pocket. Yesterday is over,” said Jonathan Dworkin, Vice President of Talent and Programming at Cellfish Media.