New York, NY and Alexandria, VA (PRWEB) July 17, 2007 — Atlantic Records, one of the preeminent record labels in the world, and Hook Mobile, a pioneer in multimedia messaging (MMS), today announced that they have launched the first MMS collect-to-win mobile social community. This new mobile offering enables fans to purchase, collect, trade and redeem unique mobile trading cards of multiple artists for cash and prizes. The partnership kicks off with multi-platinum Grand Hustle/Atlantic superstar T.I.. promoting the release of his #1 album, "T.I. vs T.I.P." Online collection pages for each artist will be featured, where users can collect and manage their cards, and solicit trades from other collectors.

"Atlantic Records has consistently been at the forefront of using the mobile platform to bring our artists' content to fans", said Cyndi Lynott, Director of Mobile Marketing at Atlantic Records. "By combining Hook Mobile's knowledge of viral mobile marketing with our artists' diverse content, we now have a dynamic and engaging new channel to connect our fans and artists in the mobile space."

Fans of Grammy-winning artist T.I. can subscribe to be collectors by texting "TI" to the short code 87233 (TRADE), or register online at cards.trapmuzik.com. Fans can win a multimedia entertainment system or a phone call from T.I. by collecting certain sets of the 45 total cards. Additional .Instant Win. cards are also distributed for artist posters and T-shirts. The T.I. campaign also markes the launch of Hook Mobile.s Mobile Asset eXchange (M.A.X) 2.0, the latest version of the company.s patent-pending MMS platform that introduces scarcity, random distribution, online collection and peer-to-peer trading to wireless multimedia content.

"Atlantic Records has a strong legacy of both great music and marketing, and we.re pleased to help them build mobile communities around their artists", said Brian F. Kathman, co-founder and CEO for Hook Mobile. .We're creating a new distribution and marketing channel for viral content that helps content owners build additional revenue streams through subscriptions, sponsorships and viral commerce promotions.

Atlantic Records is celebrating its 60th Anniversary in 2007. Founded in New York City, the label grew from literally a one-room operation into one of the world's preeminent music companies. Atlantic has released a string of recordings that have had a profound impact on the course of modern music, its rich history including such musical icons as Ray Charles, Aretha Franklin, John Coltrane, and Led Zeppelin.