Does a smartphone company need a hip hop anthem to be cool? HTC thinks the answer is yes, so it partnered with rapper Doc G to create "Hold the Crown."
The rap was uploaded to YouTube last week but noticed by The Verge on Tuesday.
It proclaims that the HTC One M8 is "the best" and that HTC "holds the crown," taking numerous jabs at Apple and Samsung in the process.
HTC also released a video interview with Doc G, during which he discusses his career and the HTC partnership: