As part of a new marketing campaign The Charlatans, a British alternative rock music group, is launching a mobile Web site with free content with the help of mobile media company g8wave.

G8wave produced the WAP site (www.thecharlatans.mobi), which offers free downloads of the band's ringtones, full tracks, images, videos and updates on the group. Fans can access content through short code downloads and Web-to-mobile technology.

"Mobile is critical to the music revolution and The Charlatans have embraced mobile as a way to further enhance the relationship they are building with their fans," said Brad Mindich, chairman and chief strategy officer at g8wave, Boston, MA.

The Charlatans' (www.thecharlatans.net) sold-out tour throughout Britain begins this month. At shows, promotions will be beamed via Bluetooth to attendees located within 100 meters. Concert goers will be greeted with signs informing them to "enable Bluetooth now."

"If you ask anyone in Europe if their Bluetooth is on, they know what you're talking about," Mr. Mindich said. "The U.S. is not quite ready for it yet."

The agreement with g8wave (www.g8wave.com) follows The Charlatans recent decision to offer their new single "You Cross My Path" on British radio station XFM's site (www.xfm.co.uk) free of charge.

The Charlatans marketing plan with g8wave also includes mobile ticket sales and a mobile store where visitors can purchase t-shirts and posters.

"In addition there will be in-venue screen support plus on-air support from radio partners and a presence on the band's official Web site, "Mr. Mindich said.

The mobile site will also be selling ad space to music and lifestyle brands.

"We have interest from two British mobile networks to give away content on deck and tie that into the official WAP site," Mr. Mindich said.

Another benefit for the group is a mobile database that grows with each new user who downloads free content from the site.

G8wave is an integrated mobile media company with offices in Boston and London. The company provides interactive entertainment, mobile marketing applications, mobile content distribution, and consulting and mobile community development services.

"We have a very big focus on music and entertainment," Mr. Mindich said. "Continuing to really find ways to integrate mobile into these bands or brands is a really big piece for us."