Ringback pioneer Muzicall has become a Gold Sponsor of ME's Mobile Music Now event.

The firm joins 24-7 Entertainment as the second major commercial partner of the Mobile Music Now conference and networking event, which takes place on July 9th.

London-based Muzicall is currently reviving the European ringback market with a service and shared platform that enables off-portal brands to sell ringbacks, and also invites brands to access the ringback as an advertising channel.

Muzicall says this helps operators reduce their operating expense, eliminate its CapEx and grow the ARPU for ringback tone users.

Richard Jackson, VP of sales and co-founder of Muzicall, said: “With its emphasis on debate, networking and fun, Mobile Music Now is exactly the kind of event Muzicall wants to get involved with. I'm extremely pleased to have signed up, and I look forward to an excellent evening this July.”

Mobile Music Now, hosted by Mobile Entertainment magazine, takes place on July 9th at the BAFTA theatre in Central London.