At a mobile phone conference last year a number of leading Telcoms and Operators where in a room moaning to a few record companies about the cost of licensing music. One astute gentleman asked a panel of mobile phone executives 'whether they would consider signing the acts direct?'. The question was dismissed as something that wasn't the Operators core business and the discussion about battery life continued.

Yesterday O2 has been showcasing some its latest developments in music in Barcelona. O2 has decided to 'sponsor' a band from Brighton called Upper Room.

Sponsor, Sign, Support...

You say tomatoe, I say 'Sign that Band'. Who are upper room anyway?