When T-Mobile was prepping the news of its unlimited international data plan, announced Oct. 9 in New York’s Bryant Park, the fourth-largest phone carrier was looking for a global celebrity who could communicate such a compelling new offering.
An initial conversation with Roc Nation co-founder/president Jay Brown less than two months ago quickly yielded a multi-year deal with Shakira. The Colombian superstar performed a set of her hits to a crowd of 8,000 fans and T-Mobile customers, promising to “shake things up” as part of her new partnership with the phone company.
So, might Shakira and T-Mobile pull a Jay Z and Samsung? Peter Deluca, T-Mobile's senior VP of brand and marketing, tells Billboard, “She has a new single and a new album coming out, and we’ll be partnering with her to bring that music to our customers in new and different ways.” Shakira added in a statement, “Today is all about bringing the world closer together,” Shakira said. “I'm excited to partner with T-Mobile and look forward to being able to share my music in new and innovative ways.”