Sony Ericsson mixes it up at Ibiza Rocks

LONDON – DJs at an Ibizan club night will use mobile phones to mix live tracks and play their sets as part of the 'Ibiza Rocks' festival.

Before the acts appear at the weekly night, a pre-mixed set from the clubs resident DJs will be played through a Sony Ericsson W810i Walkman phone positioned on an illuminated plinth. The DJs will also use the phone to mix live tracks.

The project is part of an experiential campaign conceived by agency Iris Experience to promote 'Ibiza Rocks' sponsors Sony Ericsson.

Henry Scotland, director of Iris Experience, said: "Integrating the Walkman handsets in this way is a clear demonstration of the collaboration, and helps drive their relevance and role within the consumers' music lives".

Clubbers will be able to download ringtones and wallpaper via Bluetooth while at the event and from the Sony Ericsson website.

As part of the activity, Channel 4 will broadcast five half-hour programmes and a one-hour special called 'Ibiza Rocks with Sony Ericsson' at the end of the summer.

It is the second year the company has sponsored the summer events, which this year are being held at Bar M in San Antonio, owned by notorious club Manumission.

The events feature live sets from DJs and bands including Kasabian, Dirty Pretty Things, Editors, We Are Scientists, Boy Kill Boy and The Streets.

Last month, Iris Experience arranged a nine-month deal between Sony Ericsson and Orange to promote a series of Christina Aguilera gigs, available for download to Sony Ericsson customers on the Orange network.

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