Nicki Minaj and the Roots help Casio and Best Buy Launch Tryx

New York, NY- Casio probably made one of the best business decisions to date by announcing Nicki Minaj was to help launch their new camera, the TRYX

 Casio and Best Buy held a star studded launch event in New York City at the Best Buy Theater on April 7th. The evening began with a press conference featuring Toshiharu Okimuro, Chairman and CEO of Casio America, Toshi Iguchi, Senior Manager of Casio America, and Zachery Teske, Senior Merchant Digital Imaging of Best Buy America. 


The name “Tryx” is definitely suiting. In addition to a lens that rotates a full 360 degrees, the camera has a plethera of features ensuring that customers get more for their money. “Features like zoom, resolution, and size are no longer exciting or differentiating,” said Toshiharu Okimuro, the CEO and chairman of Casio America. 

The Tryx camera, which incorporates an HDR-ART function as part of its feature set, will hit retail shelves within the next few weeks at a $250 suggested retail.

Casio is targeting Tryx at "connected young adults" between the ages of 18 and 34 years of age. Its combination of compact size, multiple shooting angles, easy uploading of images to social-networking sites and integrated HD-ART (high dynamic range) photo treatments was designed to engage young trendsetters with a wide range of effects for both stills and video, the company said.

"With HD-ART at their fingertips, consumers of all skill levels, whether they are advanced or beginners, can now achieve the kind of effects that used to require costly and intimidating software," began Toshiharu Okimuro, Casio America chairman. "It is this kind of photo enhancement which will encourage consumers to explore their own video creativity, and embrace all that digital imaging has to offer."


The press conference ended with a complimentary reception outside on the lobby of the Best Buy Theater, which was decked out especially for this event. 



 Earlier in the day, Best Buy held a Nicki Minaj look-a-like contest.  The finalists were voted on and the winner was chosen before the concert started. Here's a shot of the winner.

The sprinkle of commotion outside of the theater was entertaining, however, the highlight of the event was the scheduled performances by none other than Nicki Minaj and the Roots.

The Roots—a.k.a. the Philadelphia Collectivekicked off the affair with an intensity that left the crowd no choice but to engage in the performance. After nearly 20 years, the Roots still remain one of the greatest live acts to witness in person in my opinion. Their charisma on stage is unmatched.

The hip-hop band hyped the crowd up with a set-list that included their hit songs “You Got Me,” “Get Busy,” and “The Next Movement.” They also included a handful of cover songs like Guns and Roses’ “Sweet Child of Mine” and Kool G Rap and DJ Polo’s “Men at Work.”The Roots' set wasn't even a slue of songs like most concerts would consist of. Instead it was just an aura of incredible live music; the audience was breathing oxygen and music at the same time which i feel like is a feature that is unique to an evening with the Roots.





The Roots have not lost their touch, and we can even say that they’ve gotten even better with age. They seemed comfortable with their stage appearance and were interacting with the crowd pleasantly. It’s almost a rarity in hip-hop to see one crew work so hard to entertain. 

Following a short intermission, the Harujuku Barbie was up next.

As soon as Nicki Minaj stepped foot in Times Square, she had the whole city painted pink. Fans crowed around the double-decker bus she was on-top of holding her pink Tryx camera. So it was no surprise that when she took the stage the audience went crazy.
It was a fun, unpretentious 11-song set, culled mostly from tracks off her debut album, Pink Friday.


As her dancers filled the stage dressed in matching pink wigs, white hoodies, and short shorts, anticipation reached an all time high from the riotous crowd; pushing and shoving ensued. Styled in a custom patented Adidas track jacket and her latest Bride of Frankenstein ‘do, the Harajuku Barbie dazzled the audience with her ferocious verse from “Roman’s Revenge,” quickly followed by her riotous Pink Friday track, “Did It on ’Em.”

Nicki went into a melody of her most memorable guest appearances tracks such as “Up All Night”, “My Chick Bad”, “Bottoms Up”, and “Monster,” with the latter featuring her dancers wearing scary Halloween masks. She also brought out her close friend/hypeman/rumored boyfriend, SB or Safaree Samuels to help her perform a few of the songs.

“This song means so much to me because you guys have supported me for so long”, stated an emotional Minaj as she transitioned into the Rihanna-assisted track, “Fly”.  Followed by “Super Bass”, “Save Me”, and “Moment 4 Life”.

Throughout her whole set, Nicki Minaj was extremely interactive with the audience. “Super Bass” was only available on the Pink Friday Deluxe Edition, inciting her to ask the crowd if they bought the album before she performed the song.

As she closed her set, Nicki gave this heartfelt speech in regards to being chosen by Casio for the launch event.  ”I’ma tell you why this is so important,” she said. “I’m a black girl from Southside Jamaica, Queens, and that is why I tell you Barbz, don’t give up.”











 Check out these videos of Nicki Minaj and The Roots performing!









As always shout out to Photography by Ajon Brodie.
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