ELVIS INC. CELLPHONES WILL SHAKE, RATTLE AND RING
TIM ARANGO. New York Post. New York, N.Y.: May 21, 2004. pg. 007

Elvis is going wireless.

For millions of Elvis fans the world over, their hero will soon be as close as their cellphone.

The estate of the King of Rock 'n' Roll has inked a wide-ranging deal with Diggit Entertainment Group to launch a host of Elvis applications for mobile phones, including ring tones, photos, contests, an "Elvis messenger" - and even karaoke.

"We've been working hard over the last several years to enhance Elvis' appeal to a younger audience on a global basis," said Jennifer Burgess, head of marketing at Elvis Presley Enterprises in Memphis.

The service allows users to easily download Elvis material to their cellphones, she said.

Fans will be able to download commemorative Elvis photographs to use as computer-screen desktop "wallpaper" and screen savers, and be able to play Elvis songs on their cellphones.

Diggit also plans to distribute Elvis content directly on handsets by creating "official Elvis channels" available from major wireless carriers in the United States, Europe and Asia.

Like all media enterprises, the Elvis estate has been seeking new distribution outlets for its content - and mobile devices have taken center stage. In the past, the company inked smaller deals with carriers such as Cingular, but nothing as comprehensive as the pact with Diggit.

"The reason we chose Diggit to partner with is because they really understand artist rights," Burgess said, "and they really understand the latest in mobile entertainment." Diggit, headed by Bill Diggins - an artist manager whose clients have included Billy Idol, Steve Winwood and the R&B group TLC - is focused on creating content from the entertainment industry for mobile devices.

Past clients include Vibe magazine and the Grammy Awards.

"The Elvis estate has never done this before," Diggins said.