News of November 13, 2004
Death Row Brings Tupac to Mobile Phones, First in Great Britain and South Africa
Ringtones, wallpapers and videos: Death Row signed a global deal in 2004 for mobile content with material from Tupac, Dr. Dre, Snoop Dogg and Kurupt.
Tupac’s Death Row recordings also made their way onto mobile phones in 2004. As AllHipHop reported on November 13, Death Row Records had signed a global deal for ringtones, wallpapers, video ringtones, and music videos of its artists. The offering included material from Tupac, Dr. Dre, Snoop Dogg, and Kurupt. The contract was negotiated by the Nickels Group, a company with which label founder Suge Knight had personal ties.
First Europe and Africa, Then the USA
The order was remarkable: The first markets were to be Great Britain and South Africa, while a contract for the United States was still being negotiated. Among the best-known tracks on offer were Tupac’s “How Do You Want It” and Snoop Dogg’s “Who Am I (What’s My Name)”. In addition, there were previously unreleased photos.
Knight said he knew no one better suited to place the content into the right hands. Death Row wanted to play a leading role in the digital and mobile business.