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When Madonna performed a brief concert recently at New York's Roseland Ballroom, fans and mobile providers alike were singing her praises. Verizon Wireless and Vodaphone teamed to broadcast the six-song set to subscribers in 15 countries, the first live global broadcast on mobile. Four of the songs, as well as video footage of a recording session, are archived on Verizon's V Cast Performances channel, where customers can access them for a month. With a mere 3,000 people in attendance, the performance was an extremely rare treat for Madonna fans, as she regularly sells out entire stadiums. Approximately one-third of the Roseland audience won access via a unique SMS barcode that came with downloading the hit single '4 Minutes' in various formats from Verizon. Local radio stations gave away another couple hundred tickets. Surprisingly, MediaFLO USA's more broadcast-like network was not part of the event. However, such an arrangement would have been complex, and MediaFLO's reach is as yet limited. In addition to Madonna's solo work, the concert also highlighted her recent collaborations with Timbaland and Justin Timberlake. For example, Madonna and Timberlake performed the song whose downloads had triggered all those SMS barcode tickets.
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