ID's UrTone player allows consumers to select any part of a track and tweak it to their own specifications. They can alter the start and end points, and dictate the duration of the tone to within one tenth of a second.

"Universal is dedicated to offering music fans the very best in phone personalisation and our new agreement with ID Interactive is a great way to start the new year," said Rio Caraeff, EVP of UMG'seLabs. "The UrTone player is an elegant and excellent platform to showcase the high quality and depth of UMG's extensive catalogue."