MUSIC, ENTERTAINMENT AND MOBILE COME TOGEER AT the MMIX AT GSMA MOBILE WORLD CONGRE 05

Rudimental & Roger Sanchez to DJ at The MMIX Party on Tuesday 3rd March; i.am will.i.am, Deezer, Rdio, Rhapsody, Rightster, Shazam, Spotify, Deutsche Telekom, Vodafone and VimpelCom Speaking in The MMIX Forum

London: The MMIX (Mobile.Music.Innovation.eXperience) is a brand-new series of events at this year's Mobile World Congress, bringing together a host of industry-leading CEOs and ecosystem players from the music, entertainment and mobile industries. The MMIX represents a collaboration between global music marketing specialists Popshop, leading brand experience agency Momentum Worldwide and the GSMA, the organisation representing mobile operators worldwide and organiser of the Mobile World Congress.

Designed as a forum for leading figures across mobile, technology, music and content, The MMIX kicks off at Mobile World Congress on Monday, 2nd March with a high-powered CEO panel exploring the topical issues and challenges of driving, distributing, monetising and growing mobile consumption of entertainment content. The panel, which will be held in the main auditorium in the Hall 4 Conference Village at Fira Gran Via, features speakers including:

Philipp Humm, CEO, Vodafone Europe

David Hose, CEO Rhapsody

Rich Riley, CEO Shazam

will.i.am, Global Music Artist, Entrepreneur and Founder and Chairman of i.am

Moderator: Alice Enders, Enders Analysis

The MMIX continues with the official MWC15 Party on the night of Tuesday 3rd March, with performances by platinum-selling artists Rudimental headlining with a DJ set, and international DJ and dance music legend Roger Sanchez, among other artists. The MMIX party will be held at the Italian Pavilion at Fira Montju c and tickets, which are in high demand, are available for purchase at www.themmix.com now.

The MMIX debate continues on Wednesday, 4th March with the dedicated four-session MMIX Forum as part of the 4 Years From Now (4YFN) event, which is devoted to innovation in the digital and mobile ecosystem. The MMIX Forum will explore the current landscape for music content, new and disruptive business models and innovation in the recorded and live music sectors, in both mature and emerging markets.

The MMIX Forum speakers include executives and experts from streaming platforms Deezer, Hungama, Psonar, Rdio, Rightster and Spotify; mobile operators Deutsche Telekom, Digicel, Smart Communications and VimpelCom; and others, including music festivals Sonar and The Great Escape, specialist music app developers BioBeats and Eskimo, and label and dance venue owner Ministry of Sound. The MMIX Forum sessions will be chaired by industry leaders including Paul Brindley, co-founder and CEO of renowned music consultancy Music Ally.

Michael O'Hara, Chief Marketing Officer of the GSMA noted: We are delighted to bring an exciting series of high-level speakers to examine the many challenges of content distribution on mobile around the world and to debate the potential of disruptive new business models, new players, new formats and new multi-platform plays from a variety of perspectives.

Allan Cobb, Managing Director, UK, Momentum Worldwide,said: The MMIX is a great new discussion platform with a world-class entertainment experience at the core. Smartphones and the desire for content anywhere is driving global Internet access, fan experiences and brand engagement to an unprecedented degree, so there is no better venue for the debate about the future of content than at MWC.

Bobby Simms, Founder and CEO of Popshop, comments: We truly believe that mobile innovation has the potential to revolutionise how music is delivered, consumed and created, from both a creative and commercial point of view; it is the future, so where better to unite the two than at Mobile World Congress.

For more information on The MMIX, including tickets for The MMIX party on Tuesday 3rd March at Mobile World Congress, visit www.themmix.com. For information on Mobile World Congress, including agendas and registration, visit: www.mobileworldcongress.com.

-ENDS-

About the GSMA

The GSMA represents the interests of mobile operators worldwide, uniting nearly 800 operators with more than 250 companies in the broader mobile ecosystem, including handset and device makers, software companies, equipment providers and Internet companies, as well as organisations in adjacent industry sectors. The GSMA also produces industry-leading events such as Mobile World Congress, Mobile World Congress Shanghai and the Mobile 360 Series conferences.

For more information, please visit the GSMA corporate website at www.gsma.com. Follow the GSMA on Twitter: @GSMA

About Momentum

It's not what brands say, but what they do that matters. People are no longer satisfied with simply "hearing" a brand's message; now it's the actual experiences had with a brand that define its relevance-emotionally, socially and when it's time to buy. Momentum Worldwide builds true meaning and connections by helping the best brands in the world imagine, create, curate and manage their Total Brand Experience. We do this with expertise in business and communications strategy, idea and content creation, and flawless execution across every possible touch point-including events, sponsorships, promotions, advertising, shopper and retail, music, entertainment, social, digital, product and package design and beyond. Part of the Interpublic Group of Companies (NYSE:IPG), we operate in over 50 countries for partners including American Express, Coca-Cola, Mondelez, Microsoft, Walmart, William Grant & Sons and many more.

Momentumww.com #momentumww

About Popshop

We build and advise businesses to harness the power of creativity and culture.

Popshop is a multinational media group with homes across the world's most vibrant cities. We are a family of experienced and innovative, marketing and cultural

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