Nicki Minaj Performs For Launch of Nokia Lumia 900

JP Biamby

Nokia celebrated the Launch of the Nokia Lumia 900 in Times Square with a special performance by Nicki Minaj.

Take a look at the sizzle reel that let’s you see the hype building up to this event.

The light show was introduced by my favorite female MC ever, international superstar and pop icon Nicki Minaj who’s album ROMAN RELOADED is in stores now.

Obviously, the highlight of the event was my photo opportunity with Nicki Minaj after the show (see picture on the left here).

So you can just imagine, for me this was such a wickedly awesome time and a dream come true.

Nokia literally brought Times Square to a standstill for one of the largest take overs of the the iconic New York landmark that is the crossroads to the world.

Nokia’s road block of nine of time square’s famous spectacular digital signage billboards which basically ensured that the thirty thousand plus fans watching were immersed in lighting displays and music from every direction.

It was such a spectacle and an amazing sight to behold.

Dozens of the world’s leading visual artist worked for more than 5,000 hours, day and night for more than three weeks, to create the hundreds of jaw-dropping effects that were used on the large screens.

All of the electronic screens were controlled from a mobile server that was fed by eight miles of cable spread over four square blocks of the city.

Combining real dancers with 200ft high computer generated graphics, a building in the square was turned into a living, breathing entity. The building was made to appear as though it was filling with water and then ‘melting’ in front of the crowd.

The ground-breaking visual event, to launch the Nokia Lumia 900 in North America, was choreographed to an exclusive Nokia Lumia remix of Nicki Minaj’s hit ‘Starships’, performed live by DJ and producer Doorly.

She performed on a stage that had been erected in the middle of the square in the early hours of Friday morning.  A massive countdown clock displayed across the square drew the crowds who were anticipating a big event without knowing what exactly was going to happen.

The amazing spectacle came five months after Nokia wowed the world by turning a 360ft (120m) building into the backdrop for an exclusive 4D show on the banks of the River Thames.

Sixteen projectors were used to make it seem like huge butterflies were flying across the London skyline and that the tower was spinning around – the first time this had been done outside of Las Vegas.

To watch the amazing New York light show go to from 7pm EST Saturday, April 7th.

The Nokia Lumia 900 will be available exclusively in North America from AT&T from April 8 for $99.99. With 4G LTE speeds and outstanding design, the Nokia Lumia 900 lets customers access their email, music and social media quickly.

I especially like the fact that this new phone has NFC Technology and as it gains popularity it will help NFC tech reach a critical mass of users.

3 Responses to “Nicki Minaj Performs For Launch of Nokia Lumia 900”

  1. JP Biamby Says:

    Always free to email if you would like to discuss any of the technology or the companies featured in my articles.

  2. stephen randall Says:

    For such a spectacular event in DOOH, it would have been good to know something about the companies behind the tech.

    By the way, as a post script to the event, Business Insider wrote today “That nearly all 39 AT&T stores near Times Square in Manhattan that were selling the Lumia 900 were closed for Easter. Worse, when he (the reporter) called and got voicemail, the message was about visiting the AT&T store to buy an iPhone 4S.”

  3. JP Biamby Says:

    It is typical of AT&T to be insensitive to their customers needs or to miss consumer’s cues for providing timely or even relevant support. According to an article in Adage Nokia spent approximately $150mm on this campaign and the least AT&T should have done is made the product available as a pre-order to consumers or something.

    My view is that, scarcity adds to the anticipation of the Lumia 900 and builds buzz around a new elusive consumer electronics product. Reminds me of the marketing strategy behind the iPod which also relied heavily on celebrity endorsements and product placements.

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