Entrepreneur Shawn Carter, better known to his millions of fans as the 13-time Grammy Award winning musician Jay Z, has invested in Duracell Powermat, the joint venture formed in September 2011 by Procter & Gamble’s Duracell brand and Powermat Technologies. He also signed a multi-year global agreement to be the face and voice of the Duracell Powermat JV.

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

The news was announced at 2012 International CES, where Duracell Powermat is exhibiting its products that let consumers charge their devices wirelessly by placing them on the special surface. Each device individually pairs with the charging mat, which automatically stops sending power once the device is fully charged. Devices need to have a special case or replacement battery door, but the company said it expects to have the receiver built into devices.

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

The Duracell Powermat joint venture began operation in January 2012, with P&G’s Ron Rabinowitz as its chief executive officer.

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