The invention comprises a method and apparatus for providing multimedia content to a calling party device. Specifically, the method comprises receiving a multimedia ringback service request in response to a connection request for establishing a connection between the calling party device and a called party device, determining an address associated with the calling party device in response to the multimedia ringback service request, identifying the multimedia content associated with the multimedia ringback service request, and establishing at least one multimedia session with the calling party device using the address where the at least one multimedia session is operable for providing the multimedia content towards the calling party device contemporaneously with establishing the connection.