Dada Entertainment and Sony BMG have signed a deal which will see full-length DRM-free MP3s made available to Dada’s subscribers. The service charges $9.99 a month for 15 tokens, each of which can be redeemed for a ringtone, game or other mobile content—the new deal will let people download full songs to their computer and transfer them to a mobile phone or digital music player. Dada wants other labels to join, and expects to offer over-the-air downloads in the coming months (to AT&T (NYSE: T), Sprint (NYSE: S), T-Mobile, Alltel (NYSE: AT), Virgin, Cellular One, Boost, Cricket, and Nextel). Dada is also repurposing its social network to focus on music, and changing its name to The Music Movement. Dada Entertainment is a JV between Dada and Sony (NYSE: SNE), formed in July last year.

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Dada Entertainment also today announced the repurposing and renaming of its existing social network into a more music-oriented community called The Music Movement. Still in its infancy, “The Music Movement,” when fully operational, will allow Dada users to discover new artists and network with existing members and communities at the same time. The Music Movement will also enable users to create a personal page where they can share their likes and dislikes through personalized playlists, images and blog posts. (release)