Orange joins Universal and C4 for free music on mobiles

Orange has teamed up with Universal Music and Channel 4 to target teenagers and twentysomethings, by offering free music on pay-as-you-go mobile phones for the first time.

The joint venture has been dubbed "Monkey" and is aimed at 16 to 24-year- olds. They will have access to thousands of songs from Universal artists, including the Black Eyed Peas and Kanye West, for free on any mobile device and online, if they top up their phones by £10 a month.

The group said it wanted to "tap into the elements of teen and twentysomethings' lifestyle choices". It added: "The free music element of the package fulfils an untapped market that is looking for a low-cost, easy access music service." One senior manger said research showed that children were into, and wanted access to music, but they didn't want to pay for it.

Tom Alexander, the chief executive of Orange, said Monkey would bring mobile music to the masses: "Unlike some music services, which are either restricted to high-end more expensive handsets or have download costs, Monkey is for everyone."

C4's chief executive, Andy Duncan, said: "Channel 4 gets to extend its offering into mobile, with an exciting and innovative business model which fills a gap in the market."

Universal said such partnerships "are changing the shape of the music industry". It added that the move would help in its fight against internet piracy.