Falling on Def Ears

A great story on Def Jam Enterprises' mobile ambitions...and why not? "I live wireless," said Russell Simmons..."Right now I've got a phone in my ear, a phone in my lap and a BlackBerry in my left hand. That's just what I do."
This month, Simmons will launch Def Jam Mobile, a wireless content platform created in partnership with AGMobile, the wireless services division of greeting card giant American Greetings. The new outfit promises mobile carriers a channel to connect with the urban youth market they have long pursued but never quite reached.
The story gushes a bit, but the going will be difficult in this already crowded market...Def Jam wants to ride its music and hip-hop culture creds and channel that into wireless. Surely, others more younger outfits like Bad Boy Entertainment and Roc-a-Fella wouldn't be far behind...
But it will be an interesting battle to watch..much more than perhaps what we've seen in the music market...