Ina Fried

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Chipmaker Likes “Big Bits,” and So, Apparently, Does Sir Mix-A-Lot

Like many companies, chipmaker Atmel is trying to find ways to engage with social media to help bolster its brand.

For “Throwback Thursday,” the company decided to try out its rap skills, making chippy puns to the tune of the ’90s hit “Baby Got Back.”

Atmel Mix A Lot

“We like 8-bits and we cannot lie. All you other Makers can’t deny,” Atmel said on its Twitter feed, prompting others to continue with lines of their own.

The real fun, though, came when the song’s original artist, Sir Mix-A-Lot (a.k.a. Anthony Ray), joined in from his official Twitter account.

“I like my mosfets wide & juicy. That bandwidth has to double. 30mhz bubble, high frequency RF trouble,” Sir Mix-A-lot tweeted.

Sylvie Barak, a former EETimes reporter who now works in Atmel’s communications department, said having Sir Mix-A-Lot join in was a big surprise.

“At first I was a little skeptical it was actually him, but a quick Internet search … revealed he’s actually quite the techie,” Barak said in an email interview. “His rhymes were awesome and we all had a good laugh this morning.”

For us at AllThingsD, it’s not unusual to have a run-in with Sir Mix-A-Lot:

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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work