Sony Ericsson will use five-time Grammy Award-winning pop icon Usher as the spokesman for the company's "Sony Ericsson Walkman Music Phone" campaigns in North America.

For Sony Ericsson, the partnership will help amplify its North American presence. The timing of the campaign is ideal because Usher is releasing the follow-up to his bestselling album "Confessions" May 27. The new album is titled, "Here I stand."

"When we looked to our sister company Sony BMG for an artist that resonated well with our brand, we realized that Usher is a good match for us," said Karen Morris, vice president of marketing at Sony Ericsson, New York.

"Usher is taking [a] leadership position with his music and he is a huge technology fan and when trying to promote our Walkman we are emphasizing the music experience and the sharing features," she said. "We want to reach a broader range of the consumer segment and this partnership allows us to do that."

The campaigns fronted by Usher will give music fans several chances to win the hottest new Walkman phones.

Fans will also get access to exclusive music content via mobile and to the artist through competitions, including meeting Usher on the set of a video shoot.

Sony Walkman phones let users share music with friends, build and add to a collection of songs, and customize sound, balance and beat.

Usher will discuss the details of the partnership and make a surprise announcement at a press conference scheduled May 28 at the Sony Club in the Sony Building in New York.

"From Usher's standpoint, the Sony Ericsson brand is young and vibrant and the Walkman phones are big and he wants to partner with a brand that resonates with his fan base," Ms. Morris said. "He is giving his fans access to exclusive content and programs."

With this news Sony Ericsson hopes to be one step closer to establishing itself as a leader in the mobile music arena.

In addition, exclusive content from Usher's new album will be given to AT&T customers with Sony Ericsson phones.

"At Sony Ericsson we are all about the music," Ms. Morris said. "This is a yearlong agreement and we will launch our campaign in the U.S. in the end of August. AT&T customers wth Sony Ericsson phones will get access to Usher Remixes and other types of exclusive offers.

"I think mobile music is becoming is becoming a mainstream thing," she said.