Diplo's World — John Carstens

One reason we chose DJ, producer, and BlackBerry user Diplo is that he performed in tailored suits. At first glance he looked like the typical CrackBerry addict, but he quickly eviscerated that perception.

Here's the program. First, Diplo loses his beloved BlackBerry. The guy who finds it boasts about it all over the internet, and posts a video of its contents: contacts, audio samples, bookmarks, and photos that shall not be described. Thus commences a public spat between Diplo and the anonymous perpetrator, who tries selling the phone on eBay.

Then, the curtain pull. All that cool stuff on Diplo's phone appears on BlackBerry.com as a demo of the new operating system, and the TV spot you watched above is broadcast to the masses. We blow out this partnership with Diplo and his label, Mad Decent, releasing limited-edition graphics, tracks, music videos, and Major Lazer cartoons on this platform. And we hand-pick 30 BlackBerry users to join Diplo's secure BBM group, where they're part of his intimate creative circle—scouring the world for music, sounds, visuals, and other material for Diplo and his collaborators to make more exclusive content.