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Nokia today launched its new music program, Nokia Music Play, which is a marketing initiative to run alongside its music player range of mobile phones. The company called on ARIA-nominated band, Evermore, for a special lunch time performance at the Rocks in Sydney to launch the program.

Nokia’s Louise Ingram said the program signifies the company’s commitment to creating phones with integrated music players. “Nokia produces the most MP3 players (integrated into mobile phones) in the world. We were the first company to integrate music into mobile devices and have led the market in this over the last 10 years,” she said.

Customers can go to the Nokia Music Play Website to get information on Nokia’s music player range of phones, putting music on your phone and details on Nokia Music Play gigs around Australia.

The first free Nokia Music Play gig will be tonight outside Cargo Bar, with Evermore set to perform a few of its tunes whilst the public gets friendly with the Nokia music player range, including the N91 and Nokia 3250.

Louise Ingram said the long-awaited N91 will be released in a fortnight and will initially be exclusive to Vodafone. The N91 is part of Nokia’s premium multimedia mobile range and, according to the company, is the first handset to feature a built-in 4 GB hard drive.

The N91 is also Evermore’s official mobile phone and accompanied the band members around the world during the shooting of a documentary about their newest single, Running.

Evermore band members said, “The N91 rocks! It’s got heaps of space for music tracks, which was awesome for kicking back and listening to music and not worrying about missing a call when you’re in Egypt and riding past the pyramids on a camel.”

When questioned whether Nokia’s music focus is a bid to entice consumers away from standalone music players, Louise Ingram said, “I think there’s enough room in the market for everyone. Sometimes people want standalone cameras or standalone MP3 players and there are some great products available. But if you’re in a rush and you just want to grab a few things to go – what are you going to grab? Your mobile, of course. Convenience is king after all.”

See: www.music.nokia.com.au

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