Nokia reaps rewards of music sponsorships

4 Oct 2004

Handset giant Nokia has said that it believes a 155% increase in mobile data downloads by its Latin American handset users over the past six months is partly due to its decision to sponsor a number of music events across the region this year. Under the banner ‘Nokiatrends’, the Finnish firm sponsored an event in Rio de Janeiro in March, and another on Bogota, Colombia last month, during which the 220,000 combined participants were encouraged to download music featured at the events, as well as related products such as ringtones, wallpaper, screensavers and video clips. Nokia is spending USD10 million in 2004 sponsoring four such events, and plans to expand the initiative across the region next year.