It may seem like an unlikely pairing but US hip-hop star Jay-Z is the new face of Israel/US start-up Duracell Powermat. Jay-Z, whose wife Beyoncé this month gave birth to their first child, will serve as the new spokesman for the company and as an investor. Israel's Powermat, known for its wireless technology, teamed up with Procter & Gamble's battery giant Duracell last year to advance and globalise wireless charging stations. The partnership became operational this year.
The icon follows other major names who have invested in Israeli technology - actor Leonardo DiCaprio recently backed phone app Mobli. Jay-Z said: "I'm partnering with Duracell Powermat because they're providing the solutions for the future." Maybe he can rap about it in his next song.