About 200,000 songs will fall under the deal
EMI is expanding a partnership with T-Mobile that will make material from thousands of artists available for download to mobile phones across the U.K. and the European continent.Pact will include such artists as EMI staples Coldplay, Gorillaz and Joss Stone. Content will include full tracks in addition to video clips and ringtones. About 200,000 songs will fall under the deal. The agreement comes on the heels of an unusual T-Mobile pact with EMI’s Robbie Williams, made last summer, that has the telco as the exclusive provider of the Britpopper’s material to British wireless devices. Even though, at the moment, it is only rolling out across the Atlantic, the deal will be watched closely in the U.S., as it provides a key test of the flexibility of the wireless music market. While ringtones have been a pleasant surprise for music labels — in many cases pulling in incremental revenue even while serving as a promo opportunity — full tracks have yet to gain traction. T-Mobile has previously inked a deal with Warner Bros. that has the conglom providing trademark characters to its mobile devices. For its part, EMI has enjoyed a good six months and has recently been the subject of sales rumors to U.S. diskery Warner Music.