Hip Hop and the Sony PSP

The recently released Sony PSP is selling at a feverish pace across America, due in part to an estimated $100 million marketing budget for the device. However, in the course of courting Hollywood and the fashion world, Sony has overlooked the opportunity to cross-market the PSP with hip hop acts affiliated through last years BMG merger. Consider:

1. Music videos from Fabolous, Fat Joe, and TI (Atlantic artists under the BMG umberella) could all be effective venues to raise the profile of the PSP.
2. Video anthologies or video mixtapes featuring these artists could be made available on Universal Media Discs for the PSP. Sony has made the success of UMDs a top priority, and this kind of content could make customers more familiar with the format.

Cassidy: I'm a Hustla

Brands featured:
Al Wissam: One 'Bill of Rights' leather jacket
Avirex: One jacket
Baby Phat: One jacket
Bentley: One Continental GT coupe
Danger: One Sidekick II
Evisu: One pair of jeans
Mitchell and Ness: One Philadelphia Eagles jacket
New Era: Three fitted caps
Reebok: One pair of S. Carter sneakers
Rocawear: One jacket
Rolls Royce: One Phantom sedan
Timberland: One pair 6" boots

Product Spotlight:Mattel Juicebox

Product background: Mattel launched the Juicebox personal media player in October 2004, with the 'tween (ages 8-12) market as its primary target. With its proprietary media cards, called Juiceware, the user can access mp3,video, and photo content.
The placement: Based on the prominent positioning in recent videos by Ludacris and TI, its clear that Mattel wants to establish an early foothold in the urban marketplace for the Juicebox. This intention is even more clear when you look at the Juicebox's feature in Ashantis video for "Dont Let Them", which is reminiscent of the Ipod-seeding in videos from 50 Cent ("PIMP"), D12("My Band"), Mary J Blige ("Love at First Sight"), and Obie Trice ( "Got Some Teeth"). Ashanti was also a participant in the unveiling of Mattels 2005 content line, and her "Concrete Rose" album is recieving promotion on the Juicebox website. I'm not sure how well the placement will connect with the 'tween audience, but it could be an effective pitch to parents in search of a new distraction for their children.
Product reviews: Most criticisms for the product are based on its reliance on proprietary media and low sound/video quality, while it has recieved praise for being durable,portable, and affordable. It is universally agreed that a strong and consistent line of content will make or break the Juicebox. ZDNet review- PC Magazine review - Gizmodo review

Game: Hate It or Love It

Brands featured:
Apple: U2 edition Ipod
Brabus North America, Inc
Champion USA: Chicago Bulls jersey
G-Unit Brand: One headband, two hooded sweaters, and the debut of the G-Unit diamond watch
Jacob & Co: One diamond watch
Mercedes: One CLS sedan (music video debut)
New Era: Three fitted caps

Chart position:
Billboard Top 20: Number 11
MTV Top 20: Number 4 (week of 3/14)
Yahoo! Music: N/A

Ludacris: Number One Spot

Brands featured:
Cruzan Rum: Estate Dark Rum
Mattel: Juicebox personal video player
Microsoft: XBox video game system
Motorola/Boost Mobile: i860 "Tattoo" cell phone
New Era: One fitted cap

Chart position:
Billboard Top 20: N/A
MTV Top 20: Number 12 (week of 3/14)
Yahoo! Music: N/A

Fat Joe: So Much More

Brands featured:
Al Wissam: One 'Bill of Rights' leather jacket
Champion USA: One hooded sweater
Chrysler: One 300c sedan
Coco Chanel: One handbag
Dub Magazine
Jacob & Co: One watch
Mitchell & Ness: Cooperstown Collection, 1939 Boston Braves jacket
New Era: Three fitted caps
Rockstar Games: Midnight Club 3 video game

Chart position:
Billboard Top 20:N/A
MTV Top 20: N/A
Yahoo! Music: N/A