EMI creates own ringtone packs

EMI is to enter the mobile content market by selling ringtones of songs by its best-known artists, including Kylie, Robbie Williams and Blue, on the high street.

The music company has partnered with Carphone Warehouse to offer the prepaid ringtone packs through its Play Mobile brand, which it is establishing as a one-stop shop for mobile content.

From this week, users will be able to buy the packs for £5.99 each. Every pack contains a unique code enabling them to download two tones from EMI's or Carphone Warehouse's portals.

EMI has also created ringtone compilations of tracks by acts such as Queen, Tina Turner and David Bowie to extend its appeal.

Last week EMI reported that digital revenues had quadrupled to £12.2m for the six months to the end of September, despite overall turnover falling 11% year on year to £851m.