Vibe Media Group, styling itself as the definitive voice of urban culture, has expanded into the mobile space to deepen its brand's reach.

Vibe Mobile claims to be the first national urban/lifestyle brand to offer opt-in mobile text alerts and updates on content tailored by the user, which contains an embedded link to read the entire story on the mobile site. Users can sign up to receive updates when new content is posted, based on specific artist or topic keywords.

"We have launched the mobile site to deliver premiere content to users wherever they are," said Ross Robbins, director of digital media for Vibe, New York. "Our audience is increasingly accessing content on the move via their phones.

"In addition, this new platform allows us to offer advertisers a new engaging interface to be associated with," he said. "This situation will improve Vibe with increased advertising revenue and impressions."

Vibe's unique offering transforms and enhances the user experience by allowing site visitors to access content in a personalized way via direct text messages.

The mobile site can be accessed at http://m.vibe.com.

Vibe magazine considers itself the voice of urban culture influencing global music, life and style for more than 8 million monthly readers worldwide.

The new service appeals to Vibe's younger audience and will introduce new tech-savvy influential consumers to the brand.

When asked why mobile, Mr. Robbins replied, "Why not?

"The numbers of enhanced devices amongst our audience has increased with the introduction of the iPhone and other smartphones to hit the market," he said. "We foresee these numbers continuing to grow and are excited about this launch."

Along with Vibe Mobile, the magazine is also introducing Vibe Video, which will deliver music videos on demand at http://www.vibe.com.

Vibe Video will start with more than 15,000 original music videos from providers such as Universal, Sony/BMG and Warner Music.

The service is fully searchable by artist or title, and it offers users the opportunity to rate, mark as a favorite and comment on any video in the catalog.

The most viewed, commented and discussed videos will be made available on the site. Vibe's content team will post weekly top picks to keep the avid music fans up to date on what's hot.

"The consumption of media from multiple platforms has become almost overwhelming to the average consumer," Mr. Robbins said. "We have made it easier for the user to access the content that they are looking for rather than searching through a myriad of resources.

"This has been achieved by enabling text alerts with keyword filtering based on a topic or person of interest of choice," he said. "Whenever stories are posted to Vibe.com with that keyword, the user will receive a text message with a link to the full story.

"This push approach to content delivery rather than the standard pull approach will engage our audience in a more frequent basis and keep the Vibe brand at their fingertips."