July 27, 2010

By By Richard Smirke, London

Dutch DJ Tiesto has partnered with Silicon Valley-based electronics company SanDisk Corporation to create a crowd-sourced music video utilizing mobile phone footage from his 2010 North American and European tour.

The partnership, which will see SanDisk sponsor a number of Tiesto's summer and fall shows, will enable concert audiences to upload concert footage to the www.wakeupyourphone.com/tiesto platform, from which the dance artist will select material to be used in a forthcoming music video.

SanDisk has also produced a number of tie-in microSDHC memory cards that allow customers to download free and exclusive Tiesto content. MicroSDHC cards providing access to 5 exclusive Tiesto mixes are currently on sale in Europe, and will be available in North America in the fall.

"Consumers are already taking mobile videos every day, and SanDisk is giving Tiesto's fans the opportunity to showcase the power of today's handsets," said Bob O'Keefe, vice president, retail marketing, SanDisk, in a statement.

"I love the way technology is evolving," added Tiesto in a statement. "Everyone is a photographer and movie maker, and it's all happening in real time."

SanDisk sponsored live dates include shows at London's Victoria Park on July 30, Paris' Queen Club on Sept. 23 and the L.A. Convention Center on Oct. 30, booked by New York-based AM Only. A full list of Tiesto's 2010 tour dates is available on www.tiesto.com

Subscribe to Billboard magazine today!