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6/08/2005

 
Def Jam Mobile Launches BREW(R) Applications and Services for Operators Around the World

AG Interactive and Def Jam Enterprises Introduce the Definitive Hip Hop Mobile Service with Original Content from more than 50 Artists and Celebrities

LOS ANGELES, June 8 /PRNewswire/ -- AG Interactive, the new media subsidiary of American Greetings Corporation (NYSE:AM) , and Def Jam Enterprises, a subsidiary of Rush Communications Inc., today announced Def Jam Mobile, the premier platform for Hip Hop wireless services. The first seven Def Jam Mobile services -- including personalization, entertainment, information, and messaging applications -- are now available to wireless operators in North America that deploy applications and services developed for QUALCOMM's BREW solution as well as from http://www.defjammobile.com/ . AG Interactive pre-viewed all seven of their applications at Booth #69 at the BREW 2005 Conference, June 1-3, in San Diego.

As part of today's announcement, AG Interactive also debuts its Sportz Tonez product line, leveraging the industry's widest array of talent and content from star athletes such as Boston Red Sox's David Ortiz, New York Knicks' Stephon Marbury, Dallas Cowboy's Roy Williams, Minnesota Twin's Torii Hunter, and boxer Roy Jones Jr. Def Jam Mobile leads these offerings with Basketball Tonez, which it co-produced with the original sound design team from the hugely popular Nike Freestyle commercials.

Def Jam Mobile represents a milestone in the mobile entertainment marketplace, leveraging the strength and success that Russell Simmons and Def Jam Enterprises have earned in the Hip Hop community. The brand expands the Hip Hop empire that Mr. Simmons has built over the past two decades including Def Jam Recordings, Def Comedy Jam, Def Poetry Jam, Phat Farm, Baby Phat, Def Jam University, Run Athletics, Phat Farm Footwear, Def Jam Interactive, Def Films, and Def on Demand cable network, among others. Def Jam is a uniquely enduring lifestyle brand, which possesses unrivaled customer loyalty characterized by both a sense of community and shared cultural experience.

"The Hop Hop lifestyle has proven to be a global financial powerhouse," stated Russell Simmons, CEO, Rush Communications. "The launch of Def Jam Mobile represents more than music, it represents the entire Hip Hop lifestyle through games, film, television, video, comedy, sports, fashion and news."

AG Interactive and Def Jam Enterprises now provide consumers with the most comprehensive line of mobile Hip Hop content available today including:

- Sportz Tonez: Keep the game going on your phone with 30 Def Jam
Basketball Tonez, the industry's first ringtones to emulate the sounds
of the game
- Def Jam Mobile 411: The industry's first Hip Hop mobile news service
with four channels of information services ready to inform, educate and
entertain you including exclusive offerings from the leading source of
industry news: AllHipHop.com, Russell Simmons' Hip Hop Laws of Success,
Reverend Run's (Run-DMC) Daily Affirmations, and Simmons/Lathan's
History Makers
- Def Jam Mobile Lip Service: Send animated greetings from your cell
phone to anyone's e-mail on the run with the first Hip Hop mobile
greetings
- Ce-Lo: Amass cash and bling with a game of "street smart" craps on
your phone
- Def Jam Mobile Snipes: Download ill art and bring images from
Method Man, Redman, Mr. Cartoon and other celebrities and models to
life on your phone
- Def Jam Mobile Beatz: Download the most popular Hip Hop polyphonic
ringtones from more than 100 different music publishers
- Def Jam Mobile Trackz: Customize your phone with more than 700
ringtones including music tones, celebrity voice tones, sound effects,
comedy shorts, film clips, and mixtapes

"The launch of Def Jam Mobile is a major expansion of one of the most powerful brands in the U.S., and we are thrilled to be introducing it to BREW operators globally," stated Bryan Biniak, senior vice president and general manager of mobile at AG Interactive. "The Def Jam lifestyle will be rolling out to consumers worldwide through our comprehensive mobile marketing channels as well as instant messenger, online, print, broadcast, event and retail distribution channels."

AG Interactive has signed more than 50 celebrities to produce original mobile content ranging from Method Man and George Clinton to chart-topping Hip Hop rapper Chingy, MTV's LaLa and superstar model Melyssa Ford.

"Def Jam started the Hip Hop revolution 20 years ago. Being a leader has always been a cornerstone to our success," stated Lauren Wirtzer, vice president of marketing, Def Jam Enterprises. "Creativity has been the heart and soul of the Def Jam brand, and that will hold true with Def Jam Mobile's original content creation."

AGmobile, AG Interactive's mobile division, has grown to a force of 150 employees worldwide and has accelerated to profitability in less than a year since its inception. AGmobile has launched 17 unique BREW applications in the past year supporting Def Jam Mobile, Univision Movil, MIDIringtones, and Blue Mountain Mobile.

"QUALCOMM is excited to work with industry innovators like Def Jam Enterprises and AG Interactive to make this trend-setting content available for wireless users with BREW handsets," said Dr. Peggy Johnson, President, Internet Services, QUALCOMM Incorporated. "AG Interactive continues to bring advanced content to market and these new titles are sure to be a hit with consumers looking for the latest in entertainment, sports and music."

About Def Jam Enterprises

Def Jam Enterprises, a subsidiary of Rush Communications' fashion and entertainment empire, offers consumers a wide range of popular products and services in a variety of industries including fashion, film, gaming, and mobile. By leveraging the power of the Def Jam brand, Def Jam Enterprises has co-produced two highly successful video games with Electronic Arts: Def Jam Vendetta and Def Jam Fight For NY. Since its launch last year, Def Jam University has already established itself as a premier urban fashion brand. Def Jam Mobile, in partnership with AG Interactive, is the premier provider of Hip Hop content for wireless consumers. Def Jam Enterprises will continue to expand into new arenas by staying true to the logo.

About QUALCOMM

QUALCOMM's BREW solution is designed to meet the distinct and varied needs of wireless operators, handset manufacturers, publishers, developers and end users around the world. BREW products and services include: an open, extensible client platform that supports robust system and application software including personalized and branded user interfaces for mass market devices; a J2EE(TM)-based, modular delivery system that enables the distribution of content, applications and user interfaces to wireless devices across all air interfaces; a dedicated professional services team that supports the integration of customized implementations; and the wireless industry's first global marketplace to support the monetization of applications and services developed in all programming languages. The BREW solution can make the wireless visions of innovative companies a reality.

About AG Interactive

AG Interactive is a leader in mobile content development and multi-channel distribution solutions. The company offers innovative multi-cultural expression solutions for consumers for wireless and multimedia platforms. The company operates a network of the industry's most popular sites including Def Jam Mobile, Univision Movil, MidiRingtones.com, AmericanGreetings.com, BlueMountain.com, BlueMountainCards.co.uk, and Egreetings.com. The company has site partnerships with Internet services innovators AOL(R), MSN(R) Yahoo(R) and Earthlink(R) and content partnerships with brand icons such as Warner Bros. and Rush Communications. The wireless division has partnerships with all leading branded content and cellular providers who maximize American Greetings Corporation's massive retail and online distribution network. With over 20,000 high quality greetings and other types of expressive content available, AG Interactive sites are the premier online greeting card destinations - attracting more than two million paying subscribers and millions of unique visitors per month. Located in Los Angeles, CA, AG Interactive is the new media subsidiary of American Greetings Corporation (NYSE:AM) , one of the world's leading manufacturers of social expression products. http://www.interactive.ag.com/

QUALCOMM and BREW are registered trademarks of QUALCOMM Incorporated. All other trademarks are the property of their respective owners.

Source: AG Interactive

CONTACT: Pamela Preston of Breakaway Communications, +1-212-590-2554, or
+1-917-575-5830, or ppreston@breakawaycom.com, for AG Interactive; or Lauren
Wirtzer, VP of Marketing of Def Jam Enterprises, +1-212-840-9399

Web site: http://www.ag.com/
http://www.defjammobile.com/




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