Press Release 10/08/04

Sony Ericsson, global manufacturer of leading communications devices and Proud Galleries, Europe’s most popular private photography gallery - have today announced a major new collaboration - with the mobile phone company joining forces with the top photographic gallery in a unique sponsorship agreement for 2004.

In the deal, Sony Ericsson will become the headline sponsors of the summer and autumn schedule of Proud Galleries photographic exhibitions. The logical partnership demonstrates Sony Ericsson’s commitment to the increasingly important market of imaging in mobile phone technology.

The deal will also benefit Sony Ericsson users, with free entry to any Proud Gallery exhibition for the rest of the year when you show your Sony Ericsson mobile phone. Those wanting to view the exhibitions from the comfort of their own PC, will be able to visit a microsite that is being created to house a selection of images from each show, which visitors can download as wallpaper, as well as information and images on as the latest product offerings from Sony Ericsson.

?Sony Ericsson is delighted to headline Proud Galleries exhibitions,? commented Peter Marsden, Managing Director UK and Ireland, Sony Ericsson. ?Imaging and photography is now so much part of our everyday life that the camera phone has become a vital tool, whether at a concert or just capturing an impulsive moment for posterity.?

?Over the past five years, Proud Galleries has grown into the most popular private photography gallery in Europe through a cutting edge programme of exciting but accessible exhibitions on everything and any aspect of popular culture and current affairs,? remarked Alex Proud of Proud Galleries. ?This is a natural partnership as Sony Ericsson brings the joy of photography to a new market, just as Proud strives to do. This support will both enable us to bring more exciting shows to the public such as 14 Days and Face the Music ? as well as in itself being the catalyst for some fantastic and exciting new exhibition concepts.?

Past Shows
Boys in the Band
Sony Ericsson launched its sponsorship with a show charting the meteoric rise of rock band the Libertines which ran from on 23rd? 26th July. This exciting exhibition documented the band?s meteoric rise to fame which is captured by renowned music photographer Roger Sargent.

Forthcoming Shows
14 Days
The sponsorship will continue with the innovative show 14 days. Using pioneering multimedia mobile phone technology, the two week exhibition will feature fourteen celebrities, each of whom will showcase reportage photography taken daily with the new Sony Ericsson K700 for the duration of the exhibition.

Face the Music
In Face the Music Sony Ericsson?s technology will continue to innovate the gallery space. Featuring over 100 unseen portraits of well-known celebrities, each image will reflect the subject’s favourite piece of music or track. Visitors to the exhibition will be able to hear these music influences for themselves through Sony Ericsson Bluetooth Music Handsfree headsets stationed below.

Within the terms of the sponsorship deal, Sony Ericsson will have the opportunity to introduce new products at the forefront of mobile hardware; whilst also taking the technology of exhibitions to a whole new level by introducing interactive opportunities with each Proud Galleries exhibition. For example, visitors to the opening night of 14 Days will be able to take images away with them if they have Bluetooth handsets, as Sony Ericsson will be bluejacking phones with a selection of exhibition photos.

?The exciting exhibitions coming up at Proud Galleries are the perfect platform for Sony Ericsson to showcase new products,? concludes Peter Marsden. ?Sony Ericsson is at the head of the successful integration of mobile phone and camera capabilities and our new K700 phone, with integrated VGA camera and 4x digital zoom for still picture and video clips, is the ideal personal photo album.?