Get ready to see L.A. quartet Steel Panther singing karaoke in a car.

The band that specializes in early 80s heavy metal parody/tribute will be the centerpiece of a new campaign from JVC Mobile Entertainment.

The campaign, by independent ad agency e2Amp, will attempt to convince people to upload videos of themselves to carstereoke.com performing karaoke in their car between now and August 9 with a chance to win a JVC Mobile Entertainment system, clothing from Rock & Roll Religion and a Fender Stratocaster.

"What we envision is that contestants will start dressing up like bands and adding production values to their entries," says Danny Klein, creative director at Burbank, Calif.'s e2Amp.

Steel Panther, which signed with Universal Republic earlier this year, also recorded and shot an accompanying video for a JVC Mobile version of their song "Death to All But Metal" from their upcoming album.

"We wanted to remind people of emotional connection they could have with their car stereo," said Chad Vogelsong, GM of marketing, JVC Mobile Electronics. "It's never a sad or depressing time when you're singing with your car stereo. It's more like Wayne's World where they sing along with "Bohemian Rhapsody".

In an effort to get the campaign to go viral, JVC will be reaching out to musicians it has worked with in the past to record their own carstereoke songs as a way to promote whatever their latest project is.

"We want to say, after we've built community, have some of the majors have some of their acts do karaoke that are promotional plugs for their new song and maybe hold up their new CD," says Vogelsong.

Later this summer JVC will be doing a live version of carstereoke at retailers across the country having tent sales.

Questions? Comments? Let us know: @billboardbiz

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