Not content with hiring acclaimed director Wes Anderson to create a series of TV commercials, Sony's brought in another big name to promote its new Xperia NXT line-up (that's the Xperia S, Xperia P and Xperia U, in case you were wondering).

Its latest promotion sees Sony Mobile joining forces with British singer-songwriter Labrinth to launch a 'Night of Imagination' event in London's Mayfair district next Wednesday, April 4. Sony and Labrinth promise an exclusive set, including a secret collaboration and "a never-before-seen performance." Coincidentally, Labrinth also has a new album, Electronic Earth, coming out a couple of days before the event.

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Sony's giving away tickets to the spectacle, as well as assorted Labrinth-signed goodies away on its official Xperia Facebook and Twitter accounts, so you'll want to head that way if you're interested in getting involved.

We've got the full presser after the break.


Xperia™ presents A Night of Imagination Powered by Labrinth's Electronic Earth
4th April 2012: One Mayfair, North Audley Street, London, W1K 6ZA
23rd March 2012, London – Sony today announces the launch of Xperia™, along with superstar Labrinth’s debut album Electronic Earth, at A Night of Imagination spectacle on 4th April.
The event will include an exclusive set from Labrinth, with unheard remixes and an awe-inspiring secret collaboration – a never-before-seen performance in the UK. The exclusive event will be held at the iconic London venue, One  Mayfair. The audience can expect to be astounded as the show unfolds, and they witness first-hand what happens when the imaginative world of Xperia™ collides with one of Sony Music’s most talented and creative new artists.
Labrinth commented: “I’m excited about performing new tracks and exclusive material at the Xperia™ event. We have planned some special moments throughout the night and we’re sure the audience will enjoy what is in store for them.”
Catherine Cherry, Marketing Director for the UK and Ireland at Sony Mobile Communications said: “Labrinth is one of the most inspired UK artists currently on the scene, and this unique collaboration is designed to show what Xperia and our Made of Imagination campaign is all about. We want to ignite people’s imagination and curiosity through entertainment experiences, whether that is in reality or through our products.”
Tickets to the exclusive A Night of Imagination and prizes signed by Labrinth can be won by
visiting and
Launch Event Details:
• Address: One Mayfair, North Audley Street, London, W1K 6ZA
• Date: Wednesday 4th April 2012
• Time: Arrivals from 18:30pm – 23:00pm
• Website: