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RnB 16/01/2008

Beyonce Fashion Diva Hits the Runway as the Most Stylish Game for Phones

NORTH HOLLYWOOD, CA. (Top40 Charts/ Sony BMG) - Starwave Mobile today announced the launch of Beyonce Fashion Diva, a high-style mobile phone experience that represents the first venture of its type for the solo superstar singer. Beyonce Fashion Diva is a mobile game with an online social networking component which immerses players in a world of self-expression, confidence and style and features the Dereon clothing line, the fashion collection created by Beyonce and her mother, designer, Tina Knowles.

Beyonce said, 'I love fashion and used to spend hours playing 'dress up' when I was a young girl. As an adult, I still enjoy getting dressed up for my appearances. I believe our customers truly enjoy fashion as well and this mobile game is so much fun to play; it allows everyone to be a Fashion Diva.'

Beyonce has universal appeal and the mobile game, with its online community, gives her fans a fun and fashionable way to showcase their own style through the Dereon clothing line,' said Larry Shapiro, executive vice president and managing director, Starwave Mobile. 'Beyonce Fashion Diva is a trendsetter for how mobile games can connect with fans through a multiplatform approach.'

'The label is about hip, hot fashion, and Starwave Mobile has published a game that shows the essence of Beyonce's personal style in a fun and appealing way,' said Mathew Knowles, Beyonce's manager. 'Beyonce Fashion Diva is a stylish game for mobile phones that allows fans to experience not only the clothing line; but to connect with other fans online and find inspiration among a community of friends who share similar interests and fashion sense.'

Beyonce Fashion Diva allows players to:
* Create and style a personal Diva through many different clothes, shoes, accessories, hairstyles and facial features.
* Enter photo shoots and engage in other community activities to compete against online players and earn virtual currency.
* Make friends worldwide to increase their Diva's popularity and strut on the Kitty KatWalk.
* Earn a chance to be featured in the game's Deja Vu magazine.
* Spend virtual currency to purchase new virtual clothes from the Dereon line and increase their Diva's style factor.
* Enjoy clips of popular Beyonce songs from her hit album 'B'Day'; including 'Beautiful Liar' and 'Green Light.'

Beyonce Fashion Diva is now available through major U.S. carriers. The mobile game is also available on Beyonce's new 'B' phone by Samsung.
For more information, fans can visit www.beyoncefashiondiva.com or text BDIVA to 55655 (standard messaging and airtime rates apply).






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