“As long as there is life, there is a potential; and as long as there is a potential, there will be a success! You will sprout again when cut down! You will rise again even when you fall!”
When T-Mobile was prepping the news of its unlimited international data plan, announced Oct. 9 in New York’s Bryant Park, the fourth-largest phone carrier was looking for a global celebrity who could communicate such a compelling new offering.
An initial conversation with Roc Nation co-founder/president Jay Brown less than two months ago quickly yielded a multi-year deal with Shakira. The Colombian superstar performed a set of her hits to a crowd of 8,000 fans and T-Mobile customers, promising to “shake things up” as part of her new partnership with the phone company.
So, might Shakira and T-Mobile pull a Jay Z and Samsung? Peter Deluca, T-Mobile’s senior VP of brand and marketing, tells Billboard, “She has a new single and a new album coming out, and we’ll be partnering with her to bring that music to our customers in new and different ways.” Shakira added in a statement, “Today is all about bringing the world closer together,” Shakira said. “I’m excited to partner with T-Mobile and look forward to being able to share my music in new and innovative ways.”
While details are still being ironed out, Deluca says T-Mobile has plans to feature Shakira in upcoming advertising campaigns for both general and Hispanic markets. But she won’t be a typical “spokesperson” in the vein of, say, actress Catherine Zeta-Jones, who was a prominent T-Mobile presence in the early to mid-aughts.
“We want to leverage her and her personae into a campaign that makes sense for us and for her,” Deluca says. “We also want to be involved with her [Barefoot] Foundation and philanthropy goals and how she sees the world — we have a lot of interest in helping get that message out also. It’s a very collaborative process, and we’re super excited to be working with her and her team. She really is involved with everything — which is rare, I can honestly say.”
As part of the Shakira partnership, T-Mobile announced it will be expanding its unlimited data coverage to more than 100 countries for its Simple Choice customers, beginning Oct. 31, with a global flat rate of 20 cents per minute for roaming voice calls. Look for a significant marketing push, too, from T-Mobile — the phone carrier was ranked one of the fastest-growing U.S. ad spenders by Ad Age for 2012, with a measured ad budget of $1.1 billion, up 27% versus 2011, according to the Ad Age Data Center.
Shakira isn’t the only Latin pop star with a multi-year mobile phone deal. In May,Jennifer Lopez became a partner in Viva Movil, a venture with Verizon Wireless aimed at Hispanic consumers with retail stores in New York and Los Angeles as well as online hub.
Pharell, creator extraordinaire — of music, clothes, art and now this beautiful book. Reading through Places and Spaces I’ve Been, one is transported to yes, places and spaces to which one would never otherwise go. Where else would you find collaborations and interviews with personalities as diverse as Buzz Aldrin and Anna Wintour, Jay-Z and Zaha Hadid? The longer articles are interspersed with carefully curated art pieces and Pharell’s own designs.
In April 2011, The Score writer Kario Salem was hired to pen the script for the DreamWorks/Warner Bros biopic on Martin Luther King, Jr. At the time, Salem was said to have already put three-and-a-half years worth of research and interviews into a screenplay for Warner Bros, and would be writing a new screenplay with the support of King’s estate.
DreamWorks initially acquired the life rights of the civil rights leader in May 2009, with Sam Nappi, Suzanne de Passe and Madison Jones on board as producers. The project has the full support of the King estate, as noted, unlike other MLK projects, with Dexter King, Bernice King and Martin Luther King II executive producing.
The still untitled DreamWorks/Warners biopic now boasts Oliver Stone as director of the film, with Jamie Foxx starring as Martin Luther King Jr. – a move that will hopefully speed up the process, given how much time has already passed since the project was first announced.
As for plot, the story will follow MLK from his rise to civil rights leader, all the way to his assassination in 1968.
This is one of at least 4 MLK projects that have been at some stage of development over the last 4 years, since this site was founded. The highest profile of them (and most likely to see completion) being: Paul Greengrass’s Memphis, which we learned most recently that Forest Whitaker will star in; Lee Daniels was replaced by Ava DuVernay on Selma, with David Oyelowo attached to star; And, of course this Dreamworks/WB project, which now has Oliver Stone and Jamie Foxx attached – two actors who certainly aren’t strangers to films based on real-life historical figures.
American Hustle takes audiences deep into the permed and sweaty underbelly of New Jersey’s crime scene circa the 1970′s, where Irving Rosenfeld (Bale) and Richie DiMaso (Cooper) team up to take down the existing mafia powers. With quality acting, stellar recreations, and Russell’s penchant for storytelling, don’t miss American Hustle when it hits theaters everywhere December 25.
Samsung presents a new commercial for its GALAXY Note 3 and Gear. Lionel Messi plays “The Developer” in this particular piece, arriving in an underprivileged neighborhood to complete a secret construction project.