Is it a Ringtone? No, its a Record

Its not unusual for a record to become a ringtone, but today sees the release of something different: a ringtone that has been turned into a record.
Last year, fashion brand Levis launched a mobile application called MAX that allowed consumers to create music on their mobile phones and upload the track to a dedicated area on the Levis  website. Levis ran a competition to find the best tune made with MAX, with the winner having their tune remixed and pressed as a 12″ white label, flipping the normal “hit-single-to-ringtone model on its head.
The competition was judged by an independent panel including Jazzanova, Freddie Cruger, Charlie Rapino, Stephen Budd and Tony Wilson. It was won by UK-based Habibur Rohmanm, whose composition was then remixed by dance music producers Atlantic Conveyor.
The remix, called Open Your Soul or O.Y.S. has proved so popular that Levis Europe has had the remix produced as 12″ white labels which are now circulating in clubland, and getting airplay on Radio 1, XFM, and Kiss.Groove Armada have opened their set with it, and it is the most requested record in the Blue Room Show on Radio 1.The track is released as a digital download today and is available at all good online retailers. All profits from the release will be donated to kichass.tv charity.
“I love the idea that kids can get a record released using their mobile phone says Tony Wilson, founder of Factory Records and Hacienda. This epitomises the revolution at the heart of the music industry.” 
For Levis Europe, European Marketing Manager Andrea Moore adds:
“Music is increasingly enabled by digital technology, in the creation, distribution and marketing of it. This little experiment shows that you can use it to turn the prevailing and established way of working with music on its head.”   

Array