Then - out of nowhere - comes, "Raise your hands, all you party people." Steel drums kick in, followed by a tambourine. The cell phone owner makes a mad dash to turn the blaring phone off, often wearing his mortification on his sleeve.
Personalized cell phone ringtones are everywhere, blaring snippets of chart-topping pop tunes, TV theme songs, and memorable movie lines wherever you go.
Like a new handbag, an unbeatable pair of jeans, or a favorite T-shirt, the song resounding from your phone is another expression of your personality.
"The mobile phone has become something like a status symbol and something people use to express themselves," says Markus Berger-DeLeon, president of mobile content company Jamster.
And ringtones are how people accessorize their cell phones. Berger-DeLeon compares them to the perfect color or the flashy rims people use to personalize their cars to make a statement about who they are.
"It's not so much what's on your phone, but what others hear that's on your phone," said Ken Willner, vice president of marketing at ringtone company Mixxer.com.
You've probably heard Shakira tell you her "Hips Don't Lie" while you're in an elevator or had Lil' Jon demand you to "Snap Yo' Fingers" while you're grocery shopping.
Another big reason we're choosing tunes for our phones is to distinguish them from others in a day and age when it's hard to find someone who doesn't carry a cell phone. You can even choose different ringtones to signal when a different person phones in.
"Given the number of mobile phones in the market, you think, 'I want to recognize when my phone rings,'" Berger-DeLeon says.
And from "California Dreamin'" to "Dani California," no stone is left unturned in ringtone selections. If you can hear it on the radio or online, you can hear on your phone.
Ringtones really started to catch on in the United States in late 2004, following the lead of European countries like Germany, where Jamster is based. The trend started out as monophonic (single notes) tones, playing instrumental song clips. Then came polyphonic (multiple notes) tunes that are short recorded clips of actual songs. Now, clear, 30-second song clips - called realtones, or truetones - are available, which has really sent the ringtone business skyrocketing, Berger-DeLeon says.
r Who is buying ringtones? The age range downloading the most 'tones 16 to 30, says Willner.
r What are they buying? Hip hop is the favorite genre. The most downloaded tone so far, according to Joel Goldsmith, owner of the Needham-based ringtone company Mixmonsta, is 50 Cent's "In Da Club."
r How much are they spending? Ringtones range from free to $3 per selection. For the mobile content companies, which also sell games, wallpaper, and screensavers for cells, ringtones are their top source of revenue, Willner said.
r Why are they spending it? "That's the most amazing thing in the world," Goldsmith said. "You can buy a song off iTunes - a full three-minute (song) - for 99 cents, yet people are more than willing to spend $3 on a little clip. People have no resistance because it makes a statement. It's an extension of who and what you are."
Berger DeLeon says there's a fundamental difference in how people view and use the Internet. Wen we go online, almost everything is free; we don't to have to pay for music. But with mobile matters, we're used to paying for every service - call time, text messaging, and ringtones.
Making sweet music
Ringtones have scored some serious success in the music industry and, in return, musicians are benefiting from the tones.
Berger DeLeon says a cell phone ring is like radio airtime for the artist and helps promote the sale of not only an artist's ringtone, but also their album or MP3.
The Recording Industry of America started awarding gold (500,000 downloads) and platinum (1 million downloads) status this June to ringtones.
"The marriage between music and wireless communications is a perfect one," said RIAA chairman and CEO Mitch Bainwol. "As our industry evolves and offers fans new ways to enjoy music from today's best artists, so too should the (gold and platinum) program. The music community, along with its technology partners like the wireless communications companies, is offering fans the music they love, when then want it and how they want it."
Among the first artists awarded? The Black Eyed Peas' "My Humps" received multi-platinum status, Dem Franchise Boyz' "Lean Wit It, Rock Wit It" also went platinum, and Bubba Sparxxx "Ms. New Booty" got gold.
Then, MTV handed out the first Moonman trophy for "Ringtone of the Year" at this year's Video Music Awards on Aug. 31. The honor went to Fort Minor's "Where'd You Go."
Now, artists like rappers/producers Dr. Dre and Timbaland have plans to skip the songs and simply record ringtones - 30 seconds of music composed only for your phone, says Goldsmith.
What's next? Grammy gold for ringtones?
- Rebecca Schoonmaker
On the charts
Musical artists aren't just vying for the No. 1 spot on Billboard's Hot 100 chart - now they're competing in the Hot Ringtone category, a weekly list of the nation's top 40 tones.
Check out this week's top 10:
1 - Koji Kondo, Super Mario Bros. theme
2 - Ne-Yo, "Sexy Love"
3 - John Carpenter, "Halloween" theme
4 - Bubba Sparxxx featuring Ying Yang Twins and Mr. ColliPark, "Ms. New Booty"
5 - Nickelback, "Far Away"
6 - Panic! At the Disco, "I Write Sins Not Tragedies"
7 - Dem Franchise Boys, "Ridin' Rims"
8 - D4L, "Laffy Taffy"
9 - Henry Mancini, "Pink Panther" theme
10 - Rascal Flatts, "What Hurts the Most"
Source: Billboard.com.
We want more
From simple song simulations to specialized voice clips demanding we pick up the phone, ringtones have already come a long way. But they're also just getting started. Here's what's new and what's next in the world of personalizing your cell phone.
r Tunes for your caller, too. Some cell phone users are spreading the love by not only having a ringtone they can hear , but also a ringback tone or caller tune as well: songs that the caller hears over the phone instead of a "riiiiiiiing" before the person they're calling picks up.
Chelsea Ripley of Atkinson, N.H., typically a fan of hip hop and rock, chose Carrie Underwood's "Before He Cheats" as her ringback tone. She says the country selection shows another side of her diverse taste in music and surprises callers with "something they don't expect."
r Ringtones remixed. If your favorite song isn't enough, make it even more personal by remixing it. Mixmonsta has developed the Mad Mixer, allowing downloaders to make their own personal remix of their ringtones.
"It not only says something about you, but you have your very own version," says Goldsmith. "Phones are all about personalization."
r Don't just hear it, see it. In the near future, Americans will see what Europeans are already seeing: video tones.
"Rather than just a melody, a full video is played (when someone calls)," Berger DeLeon says.
r More music. Gaining popularity are cell phones that double as MP3 players; many already exist, and more are on the way, he says.
"Your cellular phone is going to ultimately replace your iPod," says Goldsmith.
r Cellular tube. And, he adds, as soon as the end of this year, we could be watching TV on our phones. "People have created programming just for cell phones," he says.
Hey, what's your ringtone?
Kate Murtha, Haverhill
Ringtone: "Buttons" by the Pussycat Dolls
Because: "I absolutely love that song, and I figure no matter who's calling, I'll be happy to hear it."
Ringtone: "I Will Follow You into the Dark" by Death Cab for Cutie (when her boyfriend calls)
Because: "It just kind of talks about our relationship. (The song) is kind of dark and dreary, but it says no matter what, I'll follow you."
Chelsea Ripley, Atkinson, N.H.
Rington: "Tell Me Baby," Red Hot Chili Peppers (when her friends call)
Because: "We all love the Red Hot Chili Peppers."
Rita Ayoub, Methuen
Ringtone: "Hands Up," Lloyd Banks featuring 50 Cent
Because: "It pumps me up. It's just my style."
Jessica Caruso, Plaistow, N.H.
Ringtone: "We Ride," Rihanna
Because: "It's just for the girls. It's our theme song."
Expert picks:
* Markus Berger-DeLeon, president of Jamster - Justin Timberlake, "SexyBack"
* Joel Goldsmith, president of Mixmonsta - Shakira, "Hips Don't Lie"
