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Old 04-01-2005, 06:47 AM   #1
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Default [PR] “Pimp My Font” announcement

[Note: Ascender Corporation was formed a couple of years ago by Ira Mirochnik, Bill Davis, and others from Monotype.]
April 1, 2005 -- Chicago IL, and Hollywood, CA -- Ascender Corporation today announced it has received venture capital funding to launch an entertainment division to be based in Hollywood for its new TV show: "Pimp My Font." Last year Ascender self-funded a cable television series "More Bling For Your Ring" — a fascinating look at the mobile phone industry. To help promote the new show, Ascender today launched the pimpmyfont.com website.

“Based on the popularity of reality-based television programming featuring customized vehicles combined with the titillating culture of the font industry this is a project we couldn’t pass up”, said a network spokesperson who asked to remain anonymous.

The show will be based in Chicago and all fonts will be pimped by Mid Coast Custom Characters, a wholly-owned subsidiary of Ascender Corporation. The MCCC crew has been pimping fonts for over 15 years for only the most kickin’ companies.

Xheight, the hip-hop typographic sensation, will play the part of Pimp Multiple Master of Ceremonies. In the show, Xheight and his font posse will be transforming fonts and lives. Xheight will be roaming the hood to help those guilty of committing heinous typographic style crimes and giving their fonts the ultimate pimp-over.

Viewers shouldn’t be alarmed if Xheight tells someone he’s going to “put a cap in you”. He’s not talking about shooting them. He just wants to show them a new uppercase letter he’s pimped!

Xheight and his homies will customize the coolest set of fonts on the planet for font users chosen at random from the Chicago area. The excitement mounts as a “phont” is chosen. Then the fun begins as typographic features such as supercharged terminals, neon wings, stem spoilers, chrome counters and old school figures are added. One of the goals of the show is to debunk the myth that customized fonts are expensive. Xheight says, “Customizing a font doesn’t have to cost a lot of snaps. The MCCC crew can bust a bezier likes no one’s business.”

One of the features in each show will be called “Pimped or Wimped”. In this segment, font front-man, Em-Space, asks viewers to judge whether a font is phat or po. Hilarity ensues.

Advance previews have been met with critical acclaim:

- Urban Typographer exclaims, “Let’s get jaggy”
- The London Times New Roman says, “True...Type”
- Better Fonts and Handguns says, “Hint on playa, hint on...”

For more information contact Ms. April Foo, the executive producer of Pimp My Font, or visit the website: pimpmyfont.com.

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