An increasing number of artists are sharing their new music with select partners first. R&B/pop star Rihanna will showcase her much-anticipated new material exclusively to Nokia mobile phone users, in the latest such agreement. Nokia owners will get to hear the songs more than a week before the album, Rated R, streets on Nov. 23.
Through a partnership between Nokia, Island Def Jam Music Group, and Universal Music Group International, she will perform the new tracks in a secret London location for a globally streamed concert on Nov. 16. There will be simultaneous listening parties in multiple locations worldwide, and bloggers at the event will record, broadcast and share elements of the concert with fans via social networking.
The event coincides with the release of Nokia’s new X6 entertainment device. The mobile phone company is also offering exclusive Rihanna content to its Comes With Music customers, such as an exclusive version of Rated R with a bonus track, remix and more. Nokia will also make available an exclusive Rihanna application, exclusive footage, and the track, “Wait Your Turn” from the album before its release.