Damon Dash's ROC Properties is getting into the digital-music player business with a new series of devices known as the Rocbox.

Damon Dash's ROC Properties is getting into the digital-music player business with a new series of devices known as the Rocbox.

The products will be produced by a new consumer electronics subsidiary company called ROC Digital, which will be headed by music marketing vets Shae Hong and Josh Taekman.

Two versions of the Rocbox will be available at launch in November -- a 20GB hard-drive unit that costs $299 and a 256 MB flash payer that costs $155.99. The devices are compatible with Microsoft's Windows Media DRM technology.

ROC Digital has distribution agreements with Federated Stores and Comp USA.

Dash -- one of the founders of Roc-A-Fella Records and Roc Properties, home to Rocawear and a series of related entertainment and lifestyle companies -- says in a statement that Roc Digital will target Roc Properties's core "lifestye" consumer base.

Hong adds that the company will leverage Roc-A-Fella artists and tie-ins with other Roc Properties brands to market the devices.

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