Another handset manufacturer makes a content play. This time Sony (NYSE: SNE) Ericsson (NSDQ: ERIC) has partnered with hip hop and R ‘n B label Def Jam Records to preload the limited edition white and gold W910i Walkman handset with music and videos from the label’s roster of artists, reports mad.co.uk. In what’s believed to be the first UK deal of this type, Def Jam said it allowed them to reach their target audience in an “interesting and relevant way” while at the same time letting them enter “a new, non-traditional music retail space to market our acts.” The two also have a deal with The Carphone Warehouse, which starting today, is selling the phone exclusively at their stores. The news follows on Samsung’s deal in France to preload Madonna’s upcoming album Hard Candy to their new handset the F400.

• Samsung Strikes Deal With Warner Music: Madonna’s “Hard Candy” To Be Preloaded On F400