Sony enlists UK singer to launch Xperia brand and promote his Electronic Earth album.
BlackBerry is known for enlisting celebrities to promote its products, just Tuesday the firm threw a BBM Party with performances from Jessie J and Wretch 32, which ended in a stabbing.
A day later and Sony followed suit by employing the help of singer Labrinth to celebrate its new Xperia line of smartphones, the Xperia S – available now – and the Xperia U and Xperia P, which are available in Q2.
The star performed singles from his debut album Electronic Earth, while America's Got Talent act iLuminate joined him on stage.
Talking of the night, Labrinth, said: "It was fantastic to perform tracks from Electronic Earth at the Xperia event and seeing the crowd’s reaction was amazing. My ethos is musical freedom and tonight was all about how when you let your imagination run wild, there are no limits to what you can create."
Xperia Imagination was held at One Mayfair in London.
Check out a video from the event below.