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In NY – Hold The Phone! Mobile Music Marketing Strategies

The National Association of Record Industry Professionals presents

Hold The Phone!

Mobile Music Marketing Strategies

Wednesday, July 25, 2012

at SAE Institute of Technology in New York, NY

With the many ways available to distribute music today, he who succeeds is the one who manages his options best. In this special NARIP program, three mobile music marketing experts share their strategies for maximizing opportunity in this vital and fast-developing area.


  • FREE and low-cost ways to promote music via mobile
  • How to build an online presence via mobile
  • How to outsource to music distributors such as INgrooves and others
  • How to partner with ringtone aggregators
  • Mobile event marketing and how to create merch
  • How to work with the device OEMs
  • Go retail via mobile
  • New licensing opportunities
  • How to work with prepaid card vendors
  • How to work with phone memory

For reference during our discussion:

Operator Ringtone Ringback Full Track Video Ringtone Wallpaper
AT&T MobileStreams






Emusic GoTV Zed

Verizon MobileStreams







Real Networks



Sprint/Nextel Taylor Creek Taylor Creek Livewire Taylor Creek Taylor Creek
T-Mobile MobileStreams



Mobile Streams




Mobile Streams



Mobile Streams




Industry leaders in mobile music marketing give you the facts you need to take your artist to the top in this special session.


  • Arne Lucas, Consultant, Illiance Creative Group
  • Raj Singh, CEO of Tempo AI (@tempoai), Mobilist
  • Kahlil Najar, Mobile Manager, INgrooves Fontana (@INgroovesfont)
  • Hisham Dahud, Music and Technology Analyst at & Business Development at Fame House (moderator)


Short Event Link:


Wednesday, July 25, 2012

6:30 p.m. – Registration and networking

7:00 p.m. – Program begins

8:15 p.m. – Break

9:30 p.m. – Program ends


Artist Managers, Producers & Artist Reps

Record & Music Publishing Executives

Concert Promoters, Agents, Tour Managers

Anyone seeking to create or enhance a music marketing plan or campaign using mobile strategies and applications.


SAE Institute of Technology, NY Campus

1293 Broadway, 9th Floor

New York, NY 10001


SAE at 1293 Broadway is also 1 Herald Center, The Daffy’s Building. It is located at the southwest corner of 34th and Broadway. There are 2 elevator banks with 3 elevators each, but note that only the elevator on the far right of each bank goes to the 9th floor. That’s where you’ll find SAE.


$20 for NARIP members

$40 for non-members


For an extra $20, receive an MP3 recording of the session to download and listen to at your leisure. Just select the “Premium Ticket” option below if you’d like to add the MP3 to your order.


1. Online: (just scroll down)

2. Phone: 818-769-7007

Advance RSVP encouraged.

Pre-paid admission guarantees your spot.

No refunds.

We appreciate your cooperation.


Call us at 818-769-7007 or email


Arne Lucas, Consultant, Illiance Creative Group

Formerly the Director of Mobile Marketing at INgrooves, Arne has spent over half his life in the music industry. His first experience was in the early ‘90s as an artist with the San Francisco-based Soul / R&B vocal group IF. During this time he realized he felt more comfortable behind the scenes, and went on to perfect his skills as a recording engineer. By the mid ‘90s he was chief recording engineer for a full service recording studio located in San Francisco’s Mission District and was working as an executive assistant to the President of a local Bay Area label – Classified Records – which was picked up by Tommy Boy in the late ‘90s.

At the time, the Bay Area music scene was thriving but Arne felt that there was more to accomplish. By now he excelled at the label, getting his hands into everything from A&R duties, to engineering, physical retail distribution and licensing. He was soon hired on full time and thrived at the label. Arne took to the business of music, expanding his knowledge of publishing, licensing and contract negotiations. He moved on to assist in a new music venture for the New York City start-up A Media, which focused on the Asian American entertainment industry.

He was then approached a few years later by his mentor at Classified to take on a Music Supervisor position for 360 Media Group. 360 Media’s flagship product was a DVD series called 360 Video Magazine, a quarterly video magazine that specialized in the import car scene, extreme sports, music and entertainment. Its first mainstream release “Hard Drive” was certified gold and distributed at major retail chains such as Best Buy, Wal-Mart and Target as well as hundreds of smaller retail stores worldwide. After a number of years and over 20 releases under his belt at 360, the DVD market was on a decline so Arne moved into a new career.

In 2003, he accepted a Product Manager position with Hudson Entertainment Inc. who had just acquired the license to The Source Magazine. This was his first experience in the wireless entertainment industry and he hasn’t looked back since. He was integral to bringing what many say was the “Bible of Hip Hop” for over 20 years – The Source Magazine – to mobile. The Source Mobile Channel was one of the only ringtone applications on deck that strictly distributed Hip-Hop/Urban ringtones – this was during the lucrative “polyphonic” era of the ringtone and well before carrier white label mastertone stores such as the ones currently available on Verizon, Sprint, AT&T etc. He eventually moved to a more video game-centric position in mobile as an Account Manager with Namco Networks – working directly with carriers to launch the classic game catalog for mobile from the legendary video game giant. It was here where he learned the intricacies of the carrier world. After close to 2 years peddling mobile video games he decided to get back into the music business at INgrooves where he served as Director of Mobile Marketing for 4 years, overseeing the mobile business for the digital label.

Raj Singh, Mobile Consulting / Strategy / Product Planning / Definition Expert

Raj Singh is a mobile industry veteran having worked across the space over the past 12 years. Raj is the Founder and CEO of venture-backed Tempo AI focused on developing a day assistant. Tempo AI was spun-out of SRI (Stanford Research Institute) where Raj served as an EIR (Entrepreneur in Residence). Previously, Raj was the founding Vice President of Business Development for Skyfire, a mobile browser that supports full Flash rendering. Prior to Skyfire, Raj co-founded venture-funded Veeker, NBC’s mobile video citizen journalism service and ToneThis, CNET’s top downloaded ringtone creation product. Raj has also worked in product management, engineering, strategy and consulting roles for Kodak Mobile, Dell Mobile, Cellmania, MobiTV, PlayPhone, Tellme, Samsung, Turk Telekom, IGT, Hungama Mobile, Vlingo and Antenna Software. Raj’s personal projects include GameChalk, an SMS multi-player game service, Pubwalk, an LBS bar-hopping service and Wired Mashup of the Year winner in 2006 and YumYum Labs, an Android recipe voice search application and Sprint App 4G Challenge winner. Raj is also a mobile advisor to numerous companies including Movoxx, Nearverse, TinyTube, LocalResponse, Textopoly, Knocking Video and also an investor via ENIAC Ventures. Raj is a regular mobile writer and speaker including formal and guest blogging for GotoMobile, Venturebeat, O’reilly Emerging Telephony and VisionMobile. Raj is a mentor at 500 Startups and Founder Labs and has also made contributions to a number of mobile user and expert groups including the JCP, MMA and the Bluetooth SIG. For more information, please see

Kahlil Najar, Mobile Manager, INgrooves Fontana

Currently the Mobile Manager for INgrooves Fontana, Kahlil Najar started his career in music the old fashioned way by working at an independent retail record store. While there he dove head first into the music industry by obtaining an internship at Universal Music, a part time job at KARA in San Jose, working at KMEL as a street team member, volunteering at Classified Records all the while attending Cal State Hayward where he received his degree in Business Management with an emphasis on Marketing
Management. After working the front lines of retail, Kahlil landed a job at KOCH Records (now E1 Entertainment) as a Field Marketing Representative which eventually transformed into a physical sales position. He serviced all the major accounts as well as some key independent retailers and was one of only two representatives to service the entire Bay Area. After he saw the decline of the physical market, Kahlil changed career paths and moved into an Artist Relations representative position at music merchandise
heavyweights, Cinder Block. Kahlil’s responsibilities included signing
bands to new merchandise contracts and placing orders for artists that performed worldwide. He was the account lead for a range of bands like the Silversun Pickups, H20, 30 Seconds To Mars and Death By Stereo.
Seeing that music was still adapting to different ways to sell music,
Kahlil joined the team over at Tribal Brands, the music agency of choice for Verizon Wireless. Starting with clearing artwork for print
advertising, Kahlil eventually transferred into the Music Team and helped facilitate the programming of the Verizon VCast Music handset as well as the VCASTMUSIC with Rhapsody online application. He was also an integral part of the team which helped Verizon Wireless decide on who Verizon should team with for tour sponsorships, licensing/synch opportunities, online promotions and in-store activations. After a downturn in the economy, Kahlil planted himself at skyrockit where he was the lead programmer for
Virgin Mobile and Boost Mobile. He helped launch Boost Mobile’s Music related Twitter contests as well as securing artists for Virgin Mobiles First Dibs program. Starting in late April 2012, Kahlil joined INgrooves Fontana as the Mobile Manager in charge of securing mobile promotions for all of INgrooves Fontana’s labels.

Hisham Dahud

Music and Technology Analyst at

Business Development at Fame House

Hisham Dahud is a music business professional at the forefront of the music technology and digital marketing space, and carries a uniquely wide perspective on today’s music industry. As a Senior Analyst for – a leading music industry news and technology blog – Hisham educates and informs industry professionals on emerging trends and newsworthy topics within the music and technology spaces, while providing readers with regular digital marketing commentary and advice. His writings have appeared in Billboard, Artist Growth and other media. Dahud is also the head of Business Development for Fame House, LLC – an artist and label services company specializing in digital strategy, marketing, and management whose client roster includes the legendary DJ Shadow, electronic music sensation Pretty Lights, dance legend Josh Wink, rising electronic musician Mimosa, and others. Hisham’s passion for the music business stems from his lifelong journey as a recording and performing musician himself. His artistic fluency rests behind a drum kit, but he is also a multi-instrumentalist music producer spanning several genres, forming a unique style to call his own. He is currently working alongside a dedicated team of musicians and professionals on a creative venture to record, release and perform their own original compositions, while developing an appropriate brand to house their collective creativity. Dahud is an alumnus of San Francisco State University and graduated with a Bachelors of Science in Marketing.


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Date Jul 25, 2012
Event In NY - Hold The Phone! Mobile Music Marketing Strategies
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