Nokia has partnered with Rihanna to promote the pop star’s latest album release “Rated R” through an impressive series of events on the phone, including exclusive content, a live-streaming concert and an application for Nokia phones. (Release.) Through the partnership, Nokia will promote its Ovi application store and the X6, the sleek new touchscreen phone that comes loaded with Nokia’s all-you-can-eat music service.
A Nokia spokesperson confirmed that the relationship with Rihanna is just the first deal of its kind, and that we can expect to see more engagements with up-and-coming and major artists on a global basis. In a release, Rihanna said: “I am so excited to partner up with Nokia (NYSE: NOK). They are doing some really revolutionary things with this album, enabling me to reach more fans than ever before.”
Rihanna will showcase her new album through a live performance in a secret location in London on Nov. 16, coinciding with the launch of the X6. Nokia customers will be able to watch the stream globally for free from Nokia Music Stores, and Nokia Comes With Music customers will be able to download an exclusive version of Rated R with a bonus track, remix and more as part of their subscription. In addition, an exclusive Rihanna app from the London gig will be available in the Ovi Store and some regions will have access to a free track before the album drops Nov. 21.
Nokia said the deal with Rihanna was made possible through a new global music partnership with Island Def Jam Music Group and Universal Music Group International. (Release.) It is unknown how extensive the partnership is, or whether it extends beyond the Rihanna event, but the three partners have named it “Nokia Play 2010,” implying it may only last for a year.
Those interested in participating can visit www.nokia.com/rihanna. The events planned for the album span both mobile and PC. Here’s a full list of offerings:
- Sign up to watch the live stream
- Invite their friends to watch the performance simultaneously with them through Facebook and Twitter
- Download a web widget counting down to the live performance.
- Download an exclusive Rihanna mobile application from Nokia’s Ovi Store.
- Download the album with an exclusive track either to their PC or over the air to mobile from Nokia Music Store or Comes With Music.