Robbie Williams' new video exclusive on 3G Mobiles

LONDON, UK (EMI Records) - In a world first, 3 and EMI announce the exclusive release of Robbie Williams' new video, 'Misunderstood' to 3 mobile phones before it is premiered on TV or web. The deal between EMI and 3 allows fans to either stream or download the video straight to their mobiles.
"This is the first time a music video has ever been released to mobile phones before it has been shown anywhere else," comments Graeme Oxby, Marketing Director at 3. He continues, "The deal with EMI and Robbie Williams cements our position as leaders in providing an exciting and entertaining music portfolio to our customers."

This is the latest in a number of digital initiatives from the prolific artist. Robbie Williams has recently announced the release of his greatest hits album on memory-card format for mobile phones, which will be released in November.

Paul Fletcher, Marketing Manager, at EMI Records, explains, "As an artist, Robbie Williams has always been incredibly innovative in how he reaches his fans. This deal is a great example of EMI and Robbie embracing new technology to allow customers on 3 to view 'Misunderstood' before anyone else in the world."

The provision of video content via handsets reflects the growing relationship between music and mobile, which allows fans to get closer to artists.

Doug Lucas, Vice President, Digital Development & Distribution at EMI Music, comments, "This deal offers us another channel to deliver Robbie's music into the hands of his fans in addition to monetising content that hasn't before been available."

'Misunderstood' is the second single to be released from Robbie's Greatest Hits album, which was released last Monday. The video for 'Misunderstood' - which features in the brand new Bridget Jones film 'The Edge of Reason' - includes clips from the forthcoming film.

Fans who choose to download 'Misunderstood' will be able to store this video on their mobile to watch again whenever they wish.
EMI and 3 will also release three more Robbie videos for 3 handset owners to purchase next week: The 'Radio' video and behind-the-scenes footage of the making of 'Radio' and 'Misunderstood' will be available for fans to purchase until January 31st 2005.