I spotted a flyer for the UK B-Boy Championships in a recent Don’t Panic pack, and am rather taken with the use of the Sony Ericsson roundel to say “I Love Breakin’” - check the shot below to see what I mean. Just looks cute.
Anyway, its funny to see what is essentially one of the last bastions of underground culture taking the corporate money…that’s it then, nothing is sacred anymore. But to be fair, it is a pretty spot on fit in terms of the role that mobiles play - the last B-Boy event I went to (in Brixton cos I’m street) I ended up filming loads of the battles on my mobile.
So it’s great to see that this area is being explored, via uBattle.com - an online video battling site. Billing itself as a “community of experts, enthusiasts, professionals and amateurs alike” the site lets people check out other’s skills, challenge and compete against other uses and take part in battles voted for by a worldwide audience.
I don’t imagine the sponsorship cost Sony Ericsson a huge amount and it is a very useable property to target a very niche audience…nice one Eric(sson).