Ever notice how media available for U.S. cell phones is basically limited to whatever the so-called Big Media "Content Cartel" is pimping lately, whether that be a single from the latest manufactured pop diva, images from a wannabe blockbuster movie, whatever hip-hop artist is moving the most units, and a handful of evergreen "classics?"
The U.S. rollout of Masttones, part of the Mast Media brand created by eMbience, Inc., begins to open a window on other types of content by making a selection of Indian and South Asian content available via several major U.S. mobile phone operators. Offerings range from traditional sitar and classical Indian ragas to music from Bollywood films and Bhangra-hiphop-reggae dance mixes to popular tracks from world music bands like Junoon and Kormancy. Masttone ringtones are (or will soon be) available from Verizon Wireless, Cingular, Cricket, U.S. Cellular, Alltell, Cellular South, and Metro PCS. Although the site seems to work only with Internet Explorer, ringtones can be previewed directly from the Masttones Web site, or directly through compatible phones. The Masttones rollout also includes MastPix, which includes images of South Asian and Middle Eastern celebrities and popular figures, including sports stars, popular bands, and Bollywood actors.
More than three million Indians live in the U.S. on work visas or as immigrants. "This growing consumer segment, combined with the increasing popularity of music from Indian films, was the inspiration for Masttones," said Nimish Shrivastava, eMbience founder and president. Masttone’s U.S. audience is likely to be even larger as Indian and South Asian culture continues to cross over into the U.S. mainstream: this and other growing market segments mean more diverse and authentic music is likely be converted to the grating, deeply annoying treatments of cell phone ring tones. Progress!
