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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here