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SOA Best Practices Authors: Jason Bloomberg, Hollis Tibbetts, Pat Romanski, Liz McMillan, Lori MacVittie

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Juvenile Takes Ringtones Into a "New Reality": "REALITY CHECK" CD Features Groundbreaking Software Allowing Consumers to Create Custom Ringtones

Juvenile Takes Ringtones Into a "New Reality": "REALITY CHECK" CD Features Groundbreaking Software Allowing Consumers to Create

NEW YORK, NY -- (MARKET WIRE) -- 02/14/06 -- UTP/Atlantic recording artist Juvenile is set to take the ringtone revolution into a "new reality." His forthcoming new release, "REALITY CHECK," will feature groundbreaking software that will give consumers the ability to make their own custom ringtones from any section of any song on the album. The CD will include the UrTone player, developed by ID Interactive Inc., which will allow exclusive access to create and purchase personalized ringtones. Due in stores on March 7th, "REALITY CHECK" is the first U.S.-released album and first hip-hop album to feature this technology, which takes ringtones to a dynamic new level of interactivity. A demonstration of the technology can be found at www.juvenilerealitycheck.com.

"Juvenile has always been an innovator, so it is perfect that he is the first artist in America to embrace this amazing technology," said Atlantic VP of Marketing James Lopez. "Atlantic is constantly looking for new ways for consumers to feel personally involved with our artists' music. By giving his fans the ability to create their own unique ringtones, Juvenile has taken the connection between artist and audience to an exciting new place."

"We are thrilled at the opportunity to put ID's technology to use via Juvenile's 'REALITY CHECK,'" said ID Interactive VP of Sales & Marketing Bobby Israeli. "Fans of Juve's and Warner Music Group's other hit artists will enjoy an unprecedented user experience, 'playing producer' with unrestricted access to whichever part of whichever track on the artist's album they choose."

"REALITY CHECK," Juvenile's seventh solo album, marks the multi-platinum hip-hop star's first album through a long-term worldwide deal he inked with Atlantic Records in 2004. The new album features the current urban radio and video smash, "Rodeo." Among the guest artists appearing on "REALITY CHECK" are Mike Jones, Paul Wall, Trey Songz, Eightball, Bun B, Brian McKnight, Ludacris, and UTP. The album features production work from such top hip-hop names as Mannie Fresh, Scott Storch, Cool and Dre, and others.

Juvenile recently filmed a special video for "Get Ya Hustle On/What's Happenin'," two tracks from "REALITY CHECK." The emotionally wrenching, politically charged video was shot in Juvenile's hometown of New Orleans, where he was the first artist granted access to film in the city's devastated Lower Ninth Ward. Both the video and a companion documentary currently in production capture the monumental tragedy that has been visited on the city's poorest neighborhood, and dramatically spotlight the governmental neglect that the area and its citizens have experienced since Hurricane Katrina hit five months ago. Juvenile's own New Orleans home was destroyed by Katrina.

The foremost voice on the New Orleans hip-hop scene, Juvenile began his performing career while still a teenager, and first came to national prominence with The Hot Boys' 1997 debut, "GET IT HOW U LIVE," followed by 1999's RIAA platinum certified "GUERILLA WARFARE." Having made his solo debut in 1995, Juvenile broke through to superstar status with his award-winning third solo album, "400 DEGREEZ," which set new standards for Southern hip-hop. Released in 1998, it went on to be certified RIAA quadruple platinum and spawned the hits "Ha" and "Back That Azz Up."

Juvenile's solo albums to date include: "BEING MYSELF" (1995), "SOLJA RAGS" (1997), "400 DEGREEZ" (1998, 4X platinum), "THA G-CODE" (1999, platinum), "PROJECT ENGLISH" (2001, platinum), and "JUVE THE GREAT" (December 2003, platinum). The latter featured 2004's #1, RIAA platinum smash single, "Slow Motion." That same year, Juvenile also scored with "Nolia Clap," recorded by Juvenile, Skip & Wacko -- aka UTP.

Contact:
Cara Donatto
Atlantic Records
212-707-2026
Email Contact

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