Thumbplay's Are Traasdahl Appointed Chairman; Evan Schwartz Elevated to Chief Executive Officer

Following five years of growth, innovation and
setting new standards for customer service, Thumbplay's Founder and CEO Are
Traasdahl will now serve as Chairman. Traasdahl will concentrate on Thumbplay's
long-term corporate development, a role he has been transitioning to over the
past few months.



Co-Founder and Chief Marketing Officer Evan Schwartz has been promoted to CEO,
effective immediately. Schwartz will oversee all day-to-day operations for the
company, including the launch of the new Thumbplay Music application. The
company has achieved sustained profitability, with sales of full track music and
other advanced content driving the growth.



Thumbplay Board Member Eric Hippeau commented, "We are extremely pleased to
elevate Are to Chairman and Evan to CEO. Both have demonstrated tremendous
leadership skills as they've grown Thumbplay into the leading mobile
entertainment service in the U.S. Evan's 14-plus years of online music
experience and his deft marketing prowess make him ideally suited to continue to
grow the business and steer the company through the launch of the company's
exciting new music and video products for Smartphones."



Traasdahl said, "Having seen Thumbplay through its inception and its incredible
growth to-date, I'm looking forward to concentrating on big picture development
from the perspective of a board member and Chairman. With a focus on long-range
growth opportunities, I will continue to help Thumbplay achieve its rightful
place as the leading mobile entertainment company. The terrific successes we've
achieved so far give us a great foundation and I have every confidence that with
the extraordinary stewardship of Evan and the talented team at Thumbplay, we
will achieve all we've set out to do and more."



Remarked Schwartz: "I'm honored to assume the leadership role at Thumbplay,
particularly at such a pivotal time for the entertainment industry. Are and I
set out with some pretty ambitious goals, and I'm proud of what we've
accomplished so far. With the advent of Smartphones, the music and video
services we have been dreaming about for the last 10 years are finally possible
and consumers are ready for them. Moving forward with Scott Marshall, our
COO/CFO, at my side, and the rest of our great team, we are well-positioned for
the future."



The company launches Thumbplay Music, an application which provides
anytime-anywhere access to digital music via Smartphones and computers, to a
wide consumer audience early in 2010. Thumbplay is the leading mobile
entertainment service in the U.S., offering personalization content for more
than 250 million mobile customers. Its direct-to-consumer service is accessible
on more than 2,500 mobile devices among every major carrier in the U.S.



Headquartered in New York City, Thumbplay, Inc. was founded in September 2004 by
Are Traasdahl and Evan Schwartz. Investors include Bain Capital Ventures,
SoftBank Capital, i-Hatch Ventures, Redwood Partners, New Enterprise Associates,
Meritech, Brookside Capital Partners and Cross Creek Capital.



ABOUT THUMBPLAY



Thumbplay's award-winning, direct-to-consumer mobile entertainment service
features licensed content from some of the world's largest entertainment
companies, including EMI Music, Sony Music Entertainment, Universal Music Group
and Warner Music Group, as well as several independent labels and artists and
video game companies. Thumbplay's mobile entertainment catalog is integrated
into Clear Channel Radio, AOL and MSN Mobile sites, as well as iLike.com, one of
the Web's leading social music discovery services. Each month, Thumbplay.com
gets more than five million unique visitors and its mobile (WAP) site
(m.thumbplay.com) receives more than 12 million page views, making it one of the
most popular mobile Web sites. More information can be found at
www.thumbplay.com or at m.thumbplay.com from a mobile phone.