Press Releases

SanDisk and Guerilla Union Tap Mobile Phones to Explore New Fan Experience at “Rock the Bells” Festivals This Summer

Jul 9, 2007

Concert-Goers Can Download Interactive Festival Guide To Memory Cards, Then Wake Up Their Phones With Festival-Related Music and Video

RockTheBells_09072007MILPITAS AND SAN DIMAS, CALIFORNIA, July 9, 2007 - SanDisk® Corporation (NASDAQ:SNDK), the leader in flash memory cards for mobile phones, and Guerilla Union, the producers of the 2007 ROCK THE BELLS critically acclaimed world class hip-hop events July 28 at Randall's Island, New York; August 11 at the Hyundai Pavilion at Glen Helen in San Bernardino, CA; and August 18 at McCovey Cove Parking Lot (near AT&T Park) in San Francisco plus eleven other dates-are exploring an innovative new experience for concert-goers at the aforementioned happenings.

GuerillaUnion_09072007The two companies have launched a web site at http://www.guerillaunion.com/SanDisk where fans and festival attendees can download a selection of rich multimedia content about the festivals and the performers. The site offers instructions for copying the content to a memory card, such as a SanDisk microSD™ card, which can be inserted in a multimedia-capable mobile phone.

Among the material expected on the site: performance schedules for each major festival date; background on the featured artists performing at the festivals; Guerilla Union wallpaper, maps of each event site; video interviews with selected artists; vintage articles, performance videos; and event photos.

"Mobile phones have become a major part of our lifestyles, so we are enabling artists to enhance their connection with fans before, during and after events through multimedia content they can store on memory cards in their phones." said Chang Weisberg, the founder of Guerilla Union. "This could change the way fans interact at entertainment events like Rock The Bells, because they will have a more personal way to connect with the artists - watching recorded interviews, checking out music videos, and listening to new music tracks - all on their phone."

"Our partnership with Guerilla Union puts SanDisk in a great position to help fans do something new and different with their multimedia phones at this year's Rock The Bells events," said Jeff Kost, vice president and general manager of the Mobile Consumer Solutions division at SanDisk. "Expanding the storage space on their phone by using a memory card transforms the phone into a mini-media center. Fans can enjoy artists' digital content, and still have plenty of space to take photos or shoot their own videos, making the event even more memorable."

VIP ticket buyers at Rock The Bells will get a bonus: a SanDisk microSD memory card, the world's smallest storage card for mobile phones and the most common format for phones with card slots. The card will be pre-loaded with a schedule for private "meet and greet" sessions with Rock The Bells performers, Guerilla Union mobile-phone wallpaper and a special 60-second music video created by SanDisk and Guerilla Union featuring Hip Hop artists Supernatural and Chali 2na. The video can also be viewed at: www.sandisk.com/rtb_video

At Rock The Bells on August 11, at the Hyundai Pavilion at Glen Helen in San Bernardino, SanDisk will place electronic kiosks in the VIP area of the festival. VIP ticket holders will be able to insert their microSD cards into the kiosks to download the interactive festival guide and additional multimedia content on the spot.

Mobile phones are an ideal platform to enhance the concert experience with rich multimedia content, since an increasing number of phones can play music, display photos and run video clips. Removable flash memory cards are the only way to deliver this depth today, because mobile phones don't offer sufficient embedded storage capacity, and wireless networks are currently too slow to deliver high-quality music and video in real time.

The microSD cards supplied by SanDisk at the Rock The Bells festivals will come with miniSD™ and standard SD™ adapters, making the cards compatible with all types of SD slots on mobile phones.

The interactive guide is part of a broader agreement between SanDisk and Guerilla Union, which includes SanDisk's title sponsorship of Rock The Bells festivals and concerts nationwide. This year's Rock The Bells festivals in New York, San Bernardino, CA and San Francisco features performers Rage Against The Machine, Wu-Tang Clan, Cypress Hill, The Roots, Mos Def, EPMD, Sage Francis, Jedi Mind Tricks, Immortal Technique, special guests Public Enemy and more.

About Guerilla Union 
Guerilla Union is a manic collective of like-minds committed to the advancement of art, music, culture and technology. Guerilla Union's mission is to create experiential platforms, unique content and provide services that develop artists and their communities. 

About SanDisk
SanDisk is the original inventor of flash storage cards and is the world's largest supplier of flash data storage card products, using its patented, high-density flash memory and controller technology. SanDisk is headquartered in Milpitas, California, and has operations worldwide, with more than half its sales outside the U.S.


Guerilla Union's web site/home page address: http://www.guerillaunion.com
Rock The Bells' web site/home page address: http://www.rockthebells.net

SanDisk's web site/home page address: http://www.sandisk.com
SanDisk's product and executive images can be downloaded from http://www.sandisk.com/about-sandisk/media-kit.aspx

SanDisk and the SanDisk logo are trademarks of SanDisk Corporation, registered in the U.S. and other countries. microSD, miniSD and SD are trademarks. Other brand names mentioned herein are for identification purposes only and may be trademarks of their respective holder(s). 

MEDIA CONTACT: SanDisk Corporation
                         Mike Wong 
                         (408) 801-1240
                         mike.wong@sandisk.com
  Guerilla Union
Alexandra Greenberg of MSO PR
818-380-0400 x223
agreenberg@msopr.com

 

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