Rockstar Games and multi-platinum music producer Timbaland choose the House of Hype, as the place to give music industry influencers an exclusive sampling of its ‘Beaterator’ video game before its actual launch. Music producers, DJs and artist friends alike were invited to play the game at the Rockstar Hospitality Lounge inside the House of Hype VMA Weekend, where players created their own beats. Mentioned guests that were gifted the game [as well as PSPs] included Jay Sean, the artist with #1 hit single “Down” on Billboard for two weeks, Grammy Award-winning producer Rodney Jerkins, and A-Trak, five-time world champion DJ and DJ for Kanye West. Timbaland also hosted the game’s pre-launch press conference for all major media and blog sites inside the Rockstar Lounge, where he conducts q & a with the press insiders about the ‘Beaterator’ product. As a conclusion to their activation, Rockstar Games and House of Hype produce the Nighttime Ultra Lounge, where fellow celebs Rihanna and Pink celebrated until about 3 a.m. Aside from the key attendees, House of Hype also helped secure press for the Rockstar brand by assembling a House of Hype gift bag ‘Win It’ campaign inside In Touch Magazine, where winners would win a variety of products, including a PSP and the ‘Beaterator’ video game.

‘Beaterator’ display at the Rockstar Hospitality Lounge

Producer Rodney Jerkins, who has made records for Britney Spears and Michael Jackson, tries out ‘Beaterator’.

Five-time World Champion DJ A-Trak

Breakout artist Jay Sean, with #1 hit song “Down”, inside Rockstar Lounge.

Music mogul Timbaland conducts ‘Beaterator’ press conference.

Rockstar Games Gobo Signage at its Nighttime Ultra Lounge at the House of Hype.

Rihanna, among other guests, parties at the Rockstar Games Ultra Lounge until 3 a.m.

In Touch Magazine features House of Hype ‘Win It’ gift bag, which includes the ‘Beaterator’ video game and a PSP.