Hip-Hop Stars Kanye West, Ludacris and The GAME Ask ``Where You At?'' in New Boost Mobile ``Anthem'' TV Ad

Business Wire, Sept 8, 2004

IRVINE, Calif. -- Anthem Campaign Includes Original Music Recorded by Hip-Hop Artists, Alliance Benefiting Youth Charities, and Contest to Win a Weekend Trip to Kanye West's, Ludacris' or The Game's Hometowns

Separated by City. United by Music. Connected by Boost Mobile. Platinum selling recording artists Kanye West, Ludacris, and West Coast newcomer The GAME are asking hip-hop fans around the nation "Where You At?" in a new Boost Mobile music video style television commercial directed by Chris Robinson. Boost Mobile's new "Anthem" spot, which began airing this week on MTV, BET, FUSE, SPIKE and other youth-oriented national networks, showcases the hip-hop all-stars using nationwide Boost(SM) Walkie-Talkie service to perform freestyle rhymes that pay tribute to their respective hometowns.

The rap superstars "represent" by rhyming on location: Kanye West masterfully mixes tracks in a state-of-the-art Chicago recording studio, Ludacris is shown enjoying true Southern hospitality at Atlanta's Candler Park, and The GAME cruises down L.A.'s Crenshaw Blvd. in his drop-top. The groundbreaking creative concept puts Boost Mobile on the cutting edge of the hip-hop and marketing industries as the commercial's soundtrack was produced by Kanye West, with original lyrics from each artist in support of the Boost brand.

"Boost chose these hip-hop artists because they are an excellent representation of youth culture. Hip Hop is no longer a niche genre of music, but rather a lifestyle that transcends musical genres, different ethnicities and cultures," said Darryl Cobbin, vice president of marketing for Boost Mobile. "Further, its ever-growing global popularity further illustrates that it is a more a movement than a fleeting fad. We are excited to take an unprecedented first step in supporting the hip-hop community by assembling well-respected artists from different parts of the country in a show of unity."

As a part of the Anthem campaign, Boost Mobile is offering an exclusive Anthem ringtone by Kanye West, Ludacris and The GAME, which Boost customers can download from the Boost Mobile website (www.boostmobile.com). All Boost proceeds from the ringtone sales (approximately $1 per download) will be donated equally to the United Negro College fund, Ludacris Foundation and Chicago State University Foundation to help make a positive difference in the lives of youth of all ages across the country.

Boost Mobile's website also is now offering the "VIP Weekend on the Town Sweepstakes," giving customers a chance to live large in Kanye West, Ludacris or The GAME's respective hometowns. Boost Mobile will fly one winner and a guest to Chi-Town, Atlanta or L.A. to roll in style with luxury travel, accommodations, food and nightlife. The winner will also receive a pair of Boost-branded Motorola i830 phones (like those used by Kanye West, Ludacris and The Game in Boost Mobile's Anthem TV commercial) and signed memorabilia from the artists.

Created by Berlin Cameron/Red Cell, New York, part of WPP, the "Anthem" idea is to introduce an authentic and culturally relevant spot for today's youth. "Where You At?' is the natural language of connectivity amongst Boost's target segment -- the youth market. It is how they greet each other especially using the Boost Walkie-Talkie feature," said Ewen Cameron CEO and creative director, Berlin Cameron/Red Cell. "We wanted to own this for Boost and make 'Where You At?' also a statement of connectivity to an authentic lifestyle. Having famous hip-hop artists from different parts of the country use Boost Walkie-Talkie to actively create artistically credible music and communicate where they are at, enables Boost to both demonstrate the national reach of the product and create branded culture."

About Boost Mobile

Boost Mobile(TM), an Irvine, California-based division of Nextel Communications (Nasdaq:NXTL), is a provider of quality wireless telecommunications products and services that has gained a zealous following due to Boost's brand recognition and popularity among today's youth. Boost Mobile believes strongly in the positive power and influence of hip-hop, and has ongoing relationships with key artists who provide inspiration, hope and motivation to millions of youth. Boost Mobile's direct relationship with the hip-hop community enables the brand to resonate with urban culture and continues to set the Boost brand apart from other youth-focused companies. Boost is the only wireless service provider to offer any true service differentiation by making Nextel's national Push to Talk(TM) walkie-talkie technology available as a pay-as-you-go feature. Boost Mobile offers Boost-branded wireless phones, its signature Boost(TM) Walkie-Talkie service and Re-Boost(TM) Pay-As-You-Go cards at retail locations where youth prefer to shop, including national retail and convenience stores, and merchants that focus on fashion, music, and action sports-related activities. Boost resonates with its consumers through strategic partnerships with leading youth lifestyle brands such as Quiksilver, Roxy, DUB, AND1 and others. Experience Boost on the Web at www.boostmobile.com.