Hewlett-Packard is teaming up with another celebrated musician to promote its ‘music inside’ laptop range with the Beats audio technology. The tech brand tapped award-winning British singer Plan B, who received three Ivor Novello Awards for his album ‘The Defamation of Strickland Banks,’ to front the new adverts to be released as part of a cinema advertising campaign and on digital platform (on official Facebook pages of HP and Plan B as well as on YouTube).

Ben Drew (the real name of the rapper) is joining another music industry representative, rap producer Dr Dre, who has been collaborating with the brand since 2009. The new advert was developed by the Drum agency and will be airing in the UK for three weeks, starting June 10. The Guardian reports that “the online version of the film uses 3D sound technology that creates a surround sound effect when listened to with headphones.” The campaign’s trapline says that it’s all done for the audience to «hear the music the way the artist intended it«.

Ben Kerr, managing partner at the Drum agency, which created the film, told The Guardian, «We hope to create an experience unlike anything else at cinemas. Sound makes a big difference to any media experience and we hope this film reminds people just how powerful it can be.» The new 2-minute advert is a dedicated to the ‘She Said’ song—in the ad, the rapper and soul singer is showing the audience how this track was created (they even can see which instruments were used during the recording).