YouTube phenomenon Tay Zonday and Waterfall Mobile are launching a direct-to-consumer mobile community powered by Waterfall Mobile's Msgme platform.

Mr. Zonday's fans can text TAY to 67463 to join for free and then buy official Chocolate Rain and Internet Dream ringtones, learn and interact with Mr. Zonday and also purchase Zonday wallpapers.

"Tay is extending his reach into the mobile channel leveraging Waterfall's technology," said Matt Silk, executive vice president of Waterfall Mobile, San Francisco.

"Tay interacts with his fans on all of their various marketing channels -- print, Web, MySpace, video -- and this gives fans another channel to interact with Tay," he said.

"Whether it is outbound messaging, voting, sending comments to Tay directly or letting his customers buy exclusive ringtones and wallpapers, all of the features are now live and ready for his fans to interact on the go."

Fans can also visit www.tayzonday.com or http://www.myspace.com/tayzonday to sign up as well as preview the ringtones.

Waterfall Mobile helps companies access the mobile channel via a Web-based technology platform designed to reach the 243 million mobile phones currently in use nationwide. Waterfall Mobile's products include AlertU and its flagship service, Msgme.

Nominated this year for "Favorite User-Generated Video" for the People's Choice Awards, Mr. Zonday seems to be another YouTube performer finding success.

One of only 100 users who belong to the YouTube partner program, his videos have generated more than 18 million views. His voice is frequently compared to James Earl Jones, Barry White, Paul Robeson and Brad Roberts.

Mr. Zonday performed this week at the Consumer Electronics Show in Las Vegas for Intel.

Waterfall's technology has been used for campaigns with brands and artists such as E*Trade, DeVry, Icehouse Beer, Suzuki, Rush Hour 3 and Dashboard Confessional.

"Building a mobile channel in the past has cost tens of thousands of dollars," Mr. Silk said. "We gave Tay the ability to pick and choose from the functionality he wanted and set up his campaign in minutes. He can modify his campaigns in real-time and track progress online in real-time."