Jay-Z To Be New Face of Israeli Company

Rapper Shawn “Jay-Z” Carter will be the new face of Duracell Powermat, a joint venture between the American battery company and Israeli firm Powermat Technologies.

Carter is also investing several millions of dollars in the project, which seeks to make the wireless charging of everything from cell phones to cars popular and accessible worldwide.

“I believe in the future of wireless energy and I believe that Duracell Powermat is the company to bring on the revolution. I’m partnering with Duracell Powermat because they’re providing the solutions for the future,” Carter said in a statement.

Powermat CEO Ran Poliakine welcomed Jay-Z aboard, saying the recording artist is “power personified.”

“He inspires millions of people all over the world on a daily basis with his music and his story. There is no better face or voice that can move people to adopt a new paradigm in power delivery,” Poliakine said.

Duracell President Stassi Anastassov also praised Jay-Z’s involvement, calling him the “natural choice” to be the face and voice of a project that is bringing together “representatives from best-in-class categories.”

Powermat recently signed a deal with General Motors to develop wireless charging for its electric car, the Chevy Volt.

The Israeli company also has plans to bring its technology to New York City’s Madison Square Garden next year, allowing concertgoers and sports fans to charge their phones on mats around the arena.