Hip-Hop’s “Hyphy” Movement Goes Global

Filed Under: Albums, News, Marketing/Merchandising Deals by DJ Z on Jun 06, 2007

LOS ANGELES, CA -- UrbanWorld Wireless (UWW), a leading provider of digital entertainment content, and Danger, Inc., a mobile Internet software and services pioneer, have expanded their mobile content deal to give a worldwide voice to some of the biggest "hyphy" artists in California's Bay Area. Thanks to the success of producer Lil' Jon and rapper E-40, the "hyphy" sound is one of the hottest sub-genres of hip-hop in the U.S. The deal kicks off with exclusive mobile content from "hyphy" legends E-40, Too $hort, Yukmouth and Keak Da Sneak. Keak Da Sneak is credited with coining the term "hyphy" and is one of several Bay Area artists leading the "hyphy movement." Also, as part of the deal, UWW's diverse mobile catalog, which ranges from urban comedy, hip-hop, sports, music and various celebrities, will be distributed worldwide via Danger's international distribution channels in the U.S., Canada, Australia, and Germany.

Additionally, UWW and Danger have partnered to launch "E-40 Presents Hip Hop 201," the new hip-hop mobile trivia game which will be distributed on Danger powered devices. Thanks to the success of Hip Hop 101, the 2nd installment provides a greater challenge of the player's knowledge of hip-hop and includes more than 100 trivia questions about hip-hop artists, their music and hip-hop culture. Players compete to win an exclusive ringtone provided by platinum recording artist E-40.

In support of independent and established "free agent" artists, the UWW/Danger partnership includes the creation of the "Future Flavas/Rising Stars" ringtone category. This category showcases new, original music and is the first to offer worldwide digital distribution via Danger's mobile Internet platform. "In continuing with my independent status, it's great to be among the first artists featured in this category," says Keak Da Sneak, who has gained a loyal following and is enjoying success, all while remaining independent. "The partnership with Danger is in direct alignment with UrbanWorld's new digital strategy and continues to give us the ability to broaden our international distribution," says Liz Lee, Director of Content and Mobile Initiatives for UrbanWorld Wireless.

About UrbanWorld Wireless:

Headquartered in Los Angeles, UrbanWorld Wireless is one of the world's premiere providers of digital entertainment services. UWW develops markets and provides digital content and services, which are available in the U.S., Germany, Australia, South Africa, United Kingdom and Canada. The wide range of products includes music, wallpapers, games and data services, all available directly for mobile devices. The company boasts an array of talents including comedian Katt Williams, Oscar-winning duo 3-6 Mafia, and professional football player Warrick Dunn. The company has sold over 2 million ringtones. More information is available at www.urbanworldwireless.com.

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