• January 24, 2008

Alpine Electronics of America, Inc., which makes automotive audio equipment, is tapping independent music artists for a consumer-facing promotion for its telematics products. The effort, called "Rock the Dash," is intended to build awareness of unsigned artists' music while promoting the company's new eX-10 Advanced iPod Controller with Bluetooth.

The product competes with products like Ford's Synch because it lets users do things like play their iPod music and do Bluetooth-enabled hands-free calling in the vehicle. The competition invites independent music artists to participate with a chance to win a full Alpine in-vehicle sound system.

Bands upload up to five original songs to rockthedash.com, where consumers vote for their favorites. The top-ranked talent at the end of the contest, which runs through March, will be awarded a complete car stereo system for its members. Total prizes are valued at over $18,000.

The company says it is promoting with banner ads on MySpace.com.

--Karl Greenberg