Dixons has announced a partnership with rap star Tinchy Stryder, that will see the company's own-brand Goji products released under his name.

With "style-conscious urbanites" targeted, the new Goji range will include both headphones and travel speakers. Tinchy, real-name Kwasi Danquah III, will provide the creative direction for the snappily-titled ‘Goji Tynchy Stryder: On Cloud 9' products.

Alison van Veggel, Head of Marketing for Goji, said, "We're thrilled to be working with one of the UK's most exciting rap artists. Tinchy Stryder's talent, knowledge and passion for music are hugely valuable to us. Ultimately, he will be pivotal in the overall creative direction of Goji's new range of stylish design-led products - all of which will be widely accessible to his many fans and followers."

The launch is reminiscent of the ‘Beats' headphones range released under the watch of US rap mogul Dr Dre in 2009. Dixons will be hoping to replicate the success of the Beats cans that are now seen cupped round young ears all over America and Europe.

"I can't wait to get the products out there as I'm sure people are going to love the sound - which it was really important to me that we got right - and the design of the goods too," commented Tinchy, whose products will hit PC World and Curry's in mid-July.

The Ghanaian already has experience in merchandise ventures thanks to his popular ‘Star In The Hood'-branded clothing - often sported around the office by ITProPortal's very own ‘style-conscious urbanites'.