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SanDisk and Guerilla Union tap mobile phones
Ralf Jurrien : July 10th 2007 - 23:38 CET
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SanDiskSanDisk and Guerilla Union tap mobile phones : SanDisk Corporation, the leader in flash memory cards for mobile phones, and Guerilla Union, the producers of the 2007 Rock The Bells critically acclaimed world class hip-hop events July 28 at Randall’s Island, New York; August 11 at the Hyundai Pavilion at Glen Helen in San Bernardino, CA; and August 18 at McCovey Cove Parking Lot (near AT&T Park) in San Francisco plus eleven other dates - are exploring an innovative new experience for concert-goers at the aforementioned happenings. The two companies have launched a web site where fans and festival attendees can download a selection of rich multimedia content about the festivals and the performers.
SanDisk microSD
The site offers instructions for copying the content to a memory card, such as a SanDisk microSD card, which can be inserted in a multimedia-capable mobile phone. Among the material expected on the site: performance schedules for each major festival date; background on the featured artists performing at the festivals; Guerilla Union wallpaper, maps of each event site; video interviews with selected artists; vintage articles, performance videos; and event photos.

Guerilla Union

Rock The Bells
“Mobile phones have become a major part of our lifestyles, so we are enabling artists to enhance their connection with fans before, during and after events through multimedia content they can store on memory cards in their phones,” said Chang Weisberg, the founder of Guerilla Union. “This could change the way fans interact at entertainment events like Rock The Bells, because they will have a more personal way to connect with the artists - watching recorded interviews, checking out music videos, and listening to new music tracks - all on their phone.”

SanDisk mobile phone memory card
“Our partnership with Guerilla Union puts SanDisk in a great position to help fans do something new and different with their multimedia phones at this year’s Rock The Bells events,” said Jeff Kost, vice president and general manager of the Mobile Consumer Solutions division at SanDisk. “Expanding the storage space on their phone by using a memory card transforms the phone into a mini-media center. Fans can enjoy artists’ digital content, and still have plenty of space to take photos or shoot their own videos, making the event even more memorable.”

Rock The Bells - SanDisk microSD memory card
VIP ticket buyers at Rock The Bells will get a bonus: a SanDisk microSD memory card, the world’s smallest storage card for mobile phones and the most common format for phones with card slots. The card will be pre-loaded with a schedule for private “meet and greet” sessions with Rock The Bells performers, Guerilla Union mobile-phone wallpaper and a special 60-second music video created by SanDisk and Guerilla Union featuring Hip Hop artists Supernatural and Chali 2na. At Rock The Bells on August 11, at the Hyundai Pavilion at Glen Helen in San Bernardino, SanDisk will place electronic kiosks in the VIP area of the festival. VIP ticket holders will be able to insert their microSD cards into the kiosks to download the interactive festival guide and additional multimedia content on the spot.

Removable flash memory cards
Mobile phones are an ideal platform to enhance the concert experience with rich multimedia content, since an increasing number of phones can play music, display photos and run video clips. Removable flash memory cards are the only way to deliver this depth today, because mobile phones don’t offer sufficient embedded storage capacity, and wireless networks are currently too slow to deliver high-quality music and video in real time. The microSD cards supplied by SanDisk at the Rock The Bells festivals will come with miniSD and standard SD adapters, making the cards compatible with all types of SD slots on mobile phones.

Guerilla Union - Interactive guide
The interactive guide is part of a broader agreement between SanDisk and Guerilla Union, which includes SanDisk’s title sponsorship of Rock The Bells festivals and concerts nationwide. This year’s Rock The Bells festivals in New York, San Bernardino, CA and San Francisco features performers Rage Against The Machine, Wu-Tang Clan, Cypress Hill, The Roots, Mos Def, EPMD, Sage Francis, Jedi Mind Tricks, Immortal Technique, special guests Public Enemy and more.

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