360 Degrees of Lloyd It ") and Nelly ( "Lose Control ")

IT SECOND SPIN DANCEHALL DAZE ON THE MOVE KEEP ON ROCKIN' THE THICKE OF moving UNKLE updates Show sponsors uneasy Three acts to watch in The Offspring enjoys New single for R &B star `X- Files' theme over lyric content Now Hear This top 10 debut quickly ance at New York's Knitting Factory. The performance chris- tened the Music to Go concert series sponsored by the club and mobile company Mozes. Billed as a "360- degree mobile concert experience," the campaign gave members of mobile fan club Lloyd's Mob the chance to obtain mobile tickets by calling the singer's Mozes voice line. Paper tickets weren't issued. Instead, the first 300 at the door with mobile tickets gained entry to the club. Tied in were additional incentives like fans being able to send text -to- screen messaging, an in -venue mobile contest (the best message wins a trip for two to Atlanta to hang with Lloyd) and the aforemen- tioned mobisodes wherein the concert is made available for viewing via mobile phone. "The mobisode acts as a souvenir to all those who attended the show plus a sneak peek for the mobile fan club members who didn't see him live," Mozes director of business develop- ment Patricia Dao says. "His high- energy performance and rabid fan base were key to creating the interactive fan -to- artist mobile experience we were looking for." Preceding this was Lloyd's Memorial Day weekend performance in Las Vegas, where interactive online concert company DeepRockDrive, in tandem with Pepsi, launched its global free concert series. Joining Lloyd, who performed May 25, were four other acts: country newcomer Lady Antebellum (May 16), YouTube discovery Marie Digby (May 18), singer /songwriter Matt Nathanson (May 27) and hard rock fave Disturbed (May 29). By logging on to DeepRockDrive's Web site, fans were able to send shout -outs to the performers onstage, vote on the next song selection and personalize their views by choos- ing camera angles. "I have an eagerness to get out there and say, ' Here I am,' " Lloyd says. "I get excited about being on the road." He's just as excited about the new album on which he co- produced for the first time, including on "Girls." In addition to Lil Wayne, Lloyd reunited with several "Street" players, including Eric Hudson, Jasper Cameron & Big Reese and Usher's younger brother J -Lack, who was responsible for Lloyd's sec- R&I3 BY GAIL MITCHELL ond hit off the "Street" set, "Get It Shawty." Coming onboard for the first time are Johnta Austin, Polow Da Don and Ingle- wood, Calif.- production newcomers Baby Boy & Superkidd, plus special guests Ludacris (on the street track "How We Do 360 Degrees Of Lloyd It ") and Nelly ( "Lose Control "). Digital Roadshows Drive Push Behind Singer's New Album It's a more mature Lloyd on "Lessons," which incorporates truths about genuine love and relationship alongside club jams idea of the album is One of the noteworthy success stories of 2006 -07 was Lloyd's Helping to drive the single's radio airplay and sales has been and midtempo numbers. "The general and trust love," gold -certified the Inc. /Universal Motown debut, "Street Love." the Inc. and Universal Motown's concentrated push on reach- about encouraging young people to take time Now the singer /songwriter is hoping to parlay gold into plat- ing Lloyd's teen and college student fan base, capitalizing as the 22- year -old says. being nego- inum with its follow -up, "Lessons in Love." well on the singer's energetic stage show. The labels began Major TV runs and tour commitments are still tie -in at major retail is being developed In the weeks before the album's Aug. 5 release, Lloyd has been that push in late May, tying in with a couple of innovative dig - tiated. A special DVD date and building considerable momentum with the midtempo single ital initiatives. as well, Das says, in addition to an AOL Sessions Lloyd says he's "Girls Around the World." It's his second pairing with friend "Our aim is to take advantage of the season and keep him other online appearances. In the meantime, Bedingfield ( "Let Me Know ") and newly minted platinum labelmate Lil Wayne. The rapper on the road," Universal Motown executive VP of marketing recorded a duet with Natasha also appeared on Lloyd's "Street Love" lead single, "You," which Shanti Das says. "That's the best thing we can do for him. That that is planned for release internationally. "My philosophy remains the same," an effervescent Lloyd climbed to No. 1 on Billboard's Hot R &B /Hip -Hop Songs chart. and keep him active on his Web site." feeling good and The duo's "Girls" salute is No. 14 on that same chart and shifts The latest step in that quest is a rollout that began this week says. "This isn't rocket science. It's about into crossover mode at No. 67 on the BilL oard Hot 100. of post- concert mobisodes chronicling Lloyd's Ma i 29 appear- finding the groove that reps your style." JULY 5, 2008 I www.billboard.biz I 45 www.americanradiohistory.com.

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