WorldWide Tech & Science. Francisco De Jesús.
My Love Affair, a company just launched by Cathy Guetta and Raphael Aflalo, is rolling out an international marketing effort for HP (NYSE: HPQ) featuring David Guetta in a cross-media campaign.
Starting fall of 2011, the famous DJ producer will showcase the HP TouchPad throughout several marketing activities, including a TV commercial ,print and billboard advertising, which will be the backbone of the marketing campaign designed by My Love Affair.
David Guetta will also develop his own mixing application allowing fans to access exclusive content.
The artist's involvement in the launch will not stop there – the HP TouchPad, running HP’s webOS operating system, will also appear in his next two videos. This exposure will be especially important for HP, since David Guetta's videos are viewed an average of 100 million times on his YouTube channel, not to mention the many times they run on TV around the world.
David Guetta is one of the most active artists on social networks, with 20 million fans on Facebook and more than 1.3 million followers on Twitter. He will inform his fans regularly about events related to his partnership with HP through posts and tweets.
For Cathy Guetta and Raphael Aflalo, co-founders of My Love Affair: "This ambitious partnership with HP illustrates one of the key objectives of My Love Affair: creating connections that make sense between a brand and an artist in order to give fans the best in terms of content and events while bringing the brand naturally into the artist's world."
"David Guetta is an international music star. His reputation and his influence on social networks make him a great partner for our brand – he is the perfect embodiment of the values we want to convey with webOS and the HP TouchPad: sharing, community spirit, dynamism and openness," said Olivier Gillet, Marketing Director for HP webOS EMEA.
Who is David Guetta ?
David Guetta (French pronunciation: [daˌviːd ɡooɛˈtta], born 7 November 1967) is a French house music producer and DJ. Originally a DJ at nightclubs during the 1980s and 1990s, he co-founded Gum Productions and released his first album, Just a Little More Love, in 2001. Later, he released Guetta Blaster (2004) and Pop Life (2007).
His 2009 album One Love included the hit singles "When Love Takes Over" (featuring Kelly Rowland), "Gettin' Over You" (featuring Chris Willis, Fergie & LMFAO) and "Sexy Bitch" (featuring Akon), the last becoming a top five hit in the US and all three reaching #1 in the UK, as well as another internationally known single called "Memories" featuring Kid Cudi which became a top five hit in many countries.
Guetta has sold over three million albums and 15 million singles worldwide. He is currently one of the most sought-after music producers, having worked with a variety of pop and hip-hop artists including Kelly Rowland, The Black Eyed Peas, Jennifer Lopez, Flo Rida, Nicki Minaj, Rihanna, Lil' Wayne, Kylie Minogue, Taio Cruz, Snoop Dogg and Madonna.
2011–present: Nothing But the BeatWhen asked about his fifth album, Guetta announced it would be released in September 2011. The French DJ recently admitted that his new sound is inspired by rock bands such as Kings of Leon and Coldplay:
"I might make dance music but that doesn't mean I'm not influenced by bands like Kings of Leon and Coldplay," he told the Daily Star, "Right now I'm planning coming back with a new sound for my next album due out in summer 2011." In January 2011, Guetta recorded teenage viral video star Keenan Cahill lip-syncing to a mix of his songs. On 25 March 2011, Guetta gave his first interview about his upcoming fifth album.
The as-of-yet untitled set will feature previous collaborators Akon and will.i.am as well as several new ones such as Timbaland, Dev, Ne-yo and Britney Spears. Amongst the songs featured on the album will be "Little Bad Girl" with Ludacris and Taio Cruz. Another song from the album, "Where Them Girls At" features Flo Rida and Nicki Minaj. Both records are different, one is distinctly more European sounding, while the other is more geared to the United States. Guetta said the label could not decide which record to release.
Minaj was a last-minute addition to "Where Them Girls At". "Where Them Girls At" is the first single of the album and was released worldwide on 2 May 2011 after an unfinished version leaked online. "Little Bad Girl" will be released as the second single on June 28, 2011. The instrumental club version of the song was released on June 20, 2011. On June 22, 2011 it was announced that Guetta's fifth studio album, Nothing But the Beat will be released on August 30, 2011. It will feature collaborations with Usher, will.i.am, Snoop Dogg, Akon, Jennifer Hudson, Sia, Timbaland, and Dev.