• January 9, 2012

Duracell Powermat, a joint-venture set up between Procter & Gamble and Powermat Technologies to create wireless electronic device chargers, has signed a deal with rapper, entrepreneur and new dad Jay Z (nee Shawn Carter).

Via the multi-year, global agreement, Jay Z will be the face and voice of the joint-venture company. In a release announcing the agreement, the company noted that Jay Z has a “proven capability to mobilize and speak to a technology-savvy generation that lives and dies by their smartphones.”

 “The Duracell Powermat joint venture merges Procter &Gamble’s core expertise in consumer understanding, brand-building and go-to-market capability with Powermat’s technological innovation and ability to create a best-in-class wireless charging experience,” said Stassi Anastassov, President Duracell, P&G, in the release“When we thought about bringing together representatives from best-in-class categories, JAY Z was the natural choice to be the new face and voice of Duracell Powermat.”