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Usher: too long for my Walkman mobile!

Sony Ericsson is hoping it can catch up with the iPhone hype by partnering with a very long recording artist - Usher.

He becomes "The Face Of Walkman" - and rather than try to analyse the rock music biz, I'll just let the press release tell you all about it. With Usher alongside. There's almost room for him next to the PR...

Sony Ericsson mixes it up with global superstar Usher Sony Ericsson announces today an exclusive brand marketing partnership with global superstar Usher. Sony Ericsson will engage in marketing activities with campaigns rolling out from June 2008 and onwards.

London, UK – 14 May 2008 - The partnership with five times Grammy Award winning artist Usher will span over twenty European countries and will include headline sponsorship rights for a full European tour later in the year. Sony Ericsson's marketing activities will revolve around the W350 Walkman® phone launched in Q2 and the W980 Walkman® phone, with clear audio technology, to be launched later in the year.

"For me, Usher is the ultimate performer" reveals John Bernard, Music Marketing Manager, at Sony Ericsson. "Working with an artist such as Usher is an ideal fit for us. Here we are at the start of an electrifying launch campaign, poised to deliver a totally 360 degree experience for all consumers and Usher fans alike, it's truly an exciting prospect."

Artist manager Benny Medina shares the same sentiments, "We have been working on pulling this together with our label and Sony Ericsson for some time, and are very excited indeed to be working with such a great brand." They speak our language and share our values, with Sony Ericsson as our partners we are looking forward to a great year ahead and beyond."

From a synergy perspective the timing could not be more perfect, sister company Sony BMG will be releasing the follow up to Usher's global best selling album 'Confessions' on May 26th – the new album is aptly titled 'Here I Stand.'

"With clear audio technology on Sony Ericsson handsets we have moved to the next level of music on your mobile with the increased quality of the listening experience. Coupled with great design on the 2008 line up of products, the partnership is a great showcase to highlight the Sony Ericsson range" continues Bernard.

Sony Ericsson's Walkman® phone campaigns fronted by Usher will deliver many unique offerings throughout the year. Alongside the latest Walkman® phones, music fans will have access to exclusive content, unprecedented access to the artist through exclusive competitions including meeting Usher on the set of a video shoot and the chance to win the hottest tickets in town when the tour hits Europe.

On the subject Usher has the last word and reveals, "This is a great partnership for me as an artist. Sony Ericsson are a young vibrant brand and with their Walkman® phones making a lot of noise out there right now its perfect timing for us all, so yeah man.. 'United We Stand.'"

In celebration of the commencement of the partnership and forthcoming release of 'Here I Stand' Usher will perform an exclusive intimate show hosted at London's Indigo venue docklands on May 22nd.From the industry itself, there were these comments:
From I Like Music:

Demand for tickets to this one-off concert is expected to far exceed the venue capacity, so for the first time ever, Usher will allow fans to enter a ballot to purchase 1 or 2 tickets from Monday 12thMay at 9am until Midday on Friday 16th May. Only a lucky 1500 fans will be selected at random to purchase tickets.