Madonna Uses Ringtones To Hit #1 Despite Diminishing Radio Play

According to the Wall Street Journal online, "…The mobile-phone ring tone was more important in propelling Madonna’s hit single ‘Hung Up’ to the top of the charts than radio airplay…"

"The song achieved the No. 1 spot in 29 countries simultaneously in 2005 with 40% less radio airplay in the U.S.than the average No. 1 hit…"

"Michael Nash, a senior vice president at Warner Music… speaking at the MidemNet music technology forum earlier this week… said Warner had compared the airplay the single received in the U.S. with the previous 18 or 19 records to achieve  the No. 1 chart position."

"The growing importance of ring tones, along with other digital music products, is prompting changes in the way music companies identify new artists and bands and market music…"

"…Warner Music has charged its staff responsible for signing and managing artists with creating content in the studio that works as part of a whole digital package…."

Congrats to Madonna for smart song choices (They don;t call you the material girl for nothin’.) and kudos to Warner Music for realizing that something other than their radio promo department can drive sales. But we’re afraid to think about how many songs will be released with hooks that include the words "phone", "cell" or "ringtone".