Ringtones becoming more personalized are Black Companies Getting Into this Lucrative Market Post Your Comments?....

ATLANTA — In a booming ringtone market that's becoming increasingly individualized, millions of subscribers have learned to reach beyond the traditional wireless catalog – and bypass a per-song charge that's ventured into the $3-per-song neighborhood.

Armed with a cell phone, computer and free audio editing software, users can customize ringtones from their personal music collection. The process takes no more than 15 minutes, though it still requires a moderate understanding of a computer and a wireless device.

But 17.9 million people figured it out and made their own ringtones in October 2007, according to Seattle-based mobile consultant M:Metrics. Twenty million purchased ringtones that same month, the firm said."I've never bought ringtones," said Eddie Turner, a 25-year-old neighborhood coordinator with North Avenue Presbyterian Church. Turner said annoying default ringtones drove him to the Internet to figure a way to make his own.

Enter "make your own ringtones" in a search engine and you'll find several sites with a tutorial. Users can take legally purchased music (mp3s from band sites, iTunes or CDs) and make short clips using audio editing software available free online. If your cell phone plays mp3s – most do – these clips can be uploaded to your mobile handset.

"One of the reasons we're seeing a flattening in ringtone downloads is so many people are making their own," said Jaimee Minney, spokesperson with M:Metrics. Minney said the research suggests do-it-yourselfers will soon eclipse those who purchase their own.

Ringtones have changed dramatically in their life span, from the default days of "Nokia Tune" and "VZW Ringtone" to weak polyphonic versions of popular hits.

But call Crissie Miller today at her sixth floor Turner Techwood Campus office in Atlanta and you'll hear the theme song to "The Good, the Bad and The Ugly." Call her cubicle mate and you'll hear his cat meowing in loops for 15 to 30 seconds.

"It's amazing how quickly they get old," Miller said.

Do-it-yourselfers like Eddie Turner further personalize rings by editing a different clip from a popular song.

Turner's current ringtone – the Beach Boys' "God Only Knows" – is different than the clip offered at VZW Tones Deluxe, which kicks in with the familiar refrain of "God only knows what I'd be without you."

Turner started his ring with the first 30 seconds, which is mostly instrumental.

"It's kind of repetitive, which makes a good ringtone, I think," he said.

Mark Nagel, director of music products in AT&T's mobile division, agreed there's a shift toward personalized service. He said in the early days of ringtones, users would browse Top 10 lists for the most popular purchases.

Today, subscribers actively search for bands and artists.

"We're finding a lot more people who want to personalize their service and go deeper and we think that's really exciting," Nagel said.

Wireless companies track the most searched-for artists not currently available in their catalogs, which typically offer up to 40,000 ringtones depending on the provider. They then try to lure those artists into releasing ringtones. But those who own music from elusive or independent artists can make their own ringtones without waiting for the official release, another perk for do-it-yourselfers.

Bypassing ringtone payment, however, could be distressing to both recording and mobile phone industries – which argue a song and a ringtone are a seperate work.

Users say they legally bought the song. They bought the phone and they pay for the wireless service.

T-Pain is OK with that logic. With 2.3 million ring tones sold, T-Pain's "Buy You a Drank" was the top selling Mastertone through the first 11 months this year, according to Nielsen rankings.

"I wouldn't care," said the Atlanta rapper. "At some point they bought my record to make the ringtone, right? Well then I got my 99 cents up front."

"This is an unsettled area of law that hasn't been challenged in court," said Perry Binder, legal studies professor at Georgia State University's Robinson College of Business. "And the true issue is: Can I take my CD that I bought, put it on my phone and say it's a fair use of what I bought? The recording industry would say no, it's not a fair use. That's going to be the issue."

For its part, the trade group for the wireless industry isn't bothered.

Joe Farren, spokesperson for CTIA-The Wireless Association, said it doesn't have a problem with people making their own ringtones and doesn't feel it will impact sales. It's confident that the ease of buying something still relatively inexpensive will outweigh a user's inclination to manufacture a personalized clip for free.

Mike Benzie writes for The Atlanta Journal-Constitution. E-mail: mbenzie AT ajc.com. Contributing: Sonia Murray, Alice Wertheim

MAKE YOUR OWN

Here's how to build a personalized ringtone:

Convert the song you want as a ringtone to an MP3 on your computer. If you use a CD, you'll have to copy it to your computer first.

Using audio editing software (many are free) make a 15-to-30 second clip. This is the section of the song that will play when your phone rings.

Open the song with your audio editor (most sites recommend Audacity, which is free, stable and straightforward). The song will be represented in a timeline that spans the length of the song.

You'll select your time frame (the 15-to-30-second clip). Delete the rest and save the clip as an MP3.

The transfer to the phone will depend on your device. Most use USB, which is a cord that connects the phone and computer. Bluetooth is also an option for transfer.