TDK counts on The Strokes to help it carve a slice of audio hardware revenues

Audio accessories brand TDK has secured music artists The Strokes and Nas to front an online campaign marking its launch into the audio hardware market.

The Strokes
The Strokes

The brand, primarily known for producing cassette tapes, is to release a boombox-style stereo, premium headphones and high quality vinyl turntable in October. The products are aimed at 28 to 45-year-old male music lovers.

The initiative sees TDK taking on Sony, Bose and Panasonic in the higher end audio equipment arena.

A website previewing the boombox is to launch in June. It will feature The Strokes members and Nas reflecting on what mix tapes they made as teenagers. The public will also be able to contribute their memories of mixed tapes.

Viral videos of the boombox being showcased on the streets of New York will also be distributed.

The Strokes and Nas will front a launch gig in Berlin in October.
Matthieu Valk, EMEA marketing and communications manager for Imation, says: “The TDK brand has been dormant for some time, but we are confident that we can revitalise it through these unique new products and strong marketing activity.”

Imation bought TDK in August 2007 from TDK Corporation.

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