Panraven and Universal Motown Records Group Hail Nelly's Return with Multimedia Story for New Single and Video

CAMBRIDGE, Mass. & NEW YORK--(BUSINESS WIRE)--Panraven (www.panraven.com) and Universal Motown Records Group (UMRG), one of the world's leading music labels and a division of Universal Music Group (UMG), today debuted a multimedia story for Nelly's new single and video "Wadsyaname."

As an introduction to Nelly's new album Brass Knuckles, his first full studio album release in three years, the story contains exclusive footage of the "Wadsyaname" video shoot, including behind-the-scenes video clips, candid stills and action photos.

The original story is available at www.panraven.com. In addition, the story is embedded on Nelly's personal MySpace page (www.myspace.com/nelly), his website (www.nelly.net), his page on UMRG's website, as well as Facebook profile pages and other social media properties across the Internet.

Like no other promotional medium, a Panraven story brings to life the authentic experience of producing a video for a major recording artist such as Nelly. To show their support for, and spread the word about, Nelly's new album, fans are encouraged to share the multimedia story with as many friends as possible. To enter the contest, fans should visit the Panraven website and follow the simple instructions. Winners will receive prizes ranging from a trip to a future Nelly video shoot, to merchandise autographed by the multi-platinum star. For full contest details, visit www.panraven.com/partner/nellyvideo.html.

"We're honored and excited to be part of the promotional plan for what's sure to be a very memorable album release. Panraven offers a spectacular way to share Nelly's return with his fans, while preserving copyright through legal sharing and use," said Frode Eilertsen, founder and CEO of Panraven. "Universal Motown understands the promotional and viral benefits of using our digital and social media platform. This ground-breaking partnership sets a music industry precedent, offering music labels a strategic way to bring fans closer to their favorite artists, and to each other. Nelly's Panraven story is the ultimate combination of a series of YouTube videos, an online slideshow, digital wallpaper, and the buzz elements of social media. That's a powerful solution befitting an artist who has sold over 30 million albums."

Panraven and UMRG worked together closely to create a one-of-a-kind story, using photos and video footage, accompanied by custom storyboard text offering highlights of the "Wadsyaname" video shoot. Likewise, other recording artists and bands can be up and running on Panraven in no time, as the company'sturnkey platform provides a wide variety of customizable templates and layouts, robust yet easy-to-use editing tools, and advanced sharing features. From just one story, Panraven can deliver fan engagement and interaction; online promotion; advertising, sponsorship and printed merchandise revenue; and further support for music and concert ticket sales. Through its collaboration feature, Panraven is also ideally suited for integrating stock content and broadcast media with user generated content and media, which Panraven and UMRG may use for future artist projects.

For more information, visit www.panraven.com/partner/nellyvideo.html.

About Universal Music Group

Universal Music Group is the world's largest music company with wholly owned record operations or licensees in 77 countries. Its businesses also include Universal Music Publishing Group, one of the industry's largest global music publishing operations.

Universal Music Group consists of record labels Decca Label Group, Deutsche Grammophon, Interscope Geffen A&M Records, Geffen Records, Island Def Jam Music Group, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Philips, Polydor Records, Universal Music Latino, Universal Motown Records Group, Universal Records South and Verve Music Group, as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalog of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes eLabs, a new media and technologies division, and Universal Music Mobile.

Universal Music Group is a unit of Vivendi, a global media and communications company.

About Panraven, Inc.

Panraven offers an exciting and powerful new way for people to capture, share and treasure their memories and passions. The multimedia service allows people to chronicle and communicate their life experiences through vibrant, expressive stories that can be viewed and shared online and printed in high-quality professionally bound books. Founded in 2005 and based in Cambridge, Massachusetts, Panraven is privately held. For more information, visit www.panraven.com.