Coldplay single makes debut as ringtone

Top bands are set to begin offering their latest singles as ringtones - even before they've been released.

The programme, run by US mobile company Cingular Wireless, is launching with a new song by British band Coldplay, from EMI Group's Capitol Records, but other labels will be included over time.

The aim is to draw attention to ringtones as a way to promote albums before their release.

"We are always looking for new and innovative ways to deliver music to fans," said Capitol Records CEO Andrew Slater. Cingular's program "is a great vehicle for helping fans to make an immediate connection with an artist," he added.

The deal is part of a growing eagerness on the part of record labels and mobile phone networks to work together; the two industries see their interests becoming increasingly intertwined.

Labels want to make up for falling CD sales figures, and to date, digital-song stores like Apple Computer's iTunes have filled only part of the gap. The strong interest worldwide in ringtones has led the labels to see the prospects of new profit potential.

John Burbank, Cingular vice president of marketing, said the program came out of discussions with Coldplay's manager, Phil Harvey, who was looking for an original way to promote the band's new album. The wireless carrier afterwards took the idea to other record labels, which also agreed to provide content for the program.

The Coldplay ringtone, drawn from the upcoming single Speed of Sound, can be accessed by Cingular subscribers on the company's website. The song isn't due to hit radio airwaves until April 18, and the album won't be released until June.

John Borland writes for CNET News.com.