Dash Aims to Roc Apple iPod.

HAVING ALREADY conquered records, clothes and booze, Roc-A-Fella CEO Damon Dash is looking to take a bite out of Apple iPod by introducing the Rocbox MP3 player.

Roc-A-Fella artists Noreaga and Cam'ron will front the attack by appearing in radio ads and integrating the player into their videos. The $2 million campaign kicks off Nov. 22 when the product hits CompUSA and Macy's.

Aimed at urban youth ages 18-34, "Rocbox is carving out its own niche," said Josh Taekman, CMO of Roc Digital, a unit of the New-York-based Roc empire. "The players are geared towards people who desire fashionable design, high quality and ease of use."

Napster has partnered with Rocbox to offer one free month of its services plus five free downloads. Two downloads from Cam'ron are also preloaded on the player, which starts at $159.

Three 30-second radio ads starring Dash, Cam'ron and Noreaga, respectively, will run in the top 10 markets, including New York and Atlanta. The ads, playing up each artist's new album as well as the Rocbox, will run through February. Buzztone, New York, handles.

The player also will be plugged in-theater during special screenings of the Dash-produced film The Woodsman starring Kevin Bacon.

Hangtags hawking the device will also appear on all Rocawear clothes in January and February. Street teams handing out half a million postcards and wrapped buses will patrol target cities. Online promotions and e-mail blasts to Rocawear consumers support.

PHOTO (COLOR): Box set: Roc-A-Fella CEO Damon Dash and the RocBox.

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By Kenneth Hein