The Maloof brothers have already established themselves as trendsetting moguls in the worlds of sports, food & beverages and banking. Next up? Rock music.
The June 10 on-sale of “Light It Up,” the sophomore effort from New York’s Rev Theory, will mark the inaugural release from Maloof Music, a joint venture between the famed businessmen and Interscope Records. To commemorate the relationship, the Maloof’s are hosting a party destined to return the “sin” to the words “hit single,” with Rev Theory taking over the luxurious Rain Nightclub at the Maloof’s Palms Resort & Casino, in Las Vegas.
The June 12 festivities – to be hosted by Las Vegas radio station KOMP 92.3 – will feature a performance by Rev Theory, a “Hottest Girl In Vegas” competition which will award three of the City of Sin’s finest with cash prizes and a featured role in the new video for the album’s title track and second single (which will be shot in Vegas in the coming weeks), and the usually bevy of special guests and decadent details that have made the Rain Nightclub and Palms Resort and Casino one of Las Vegas’ main attractions after dark, and well into the morning hours.
“We’re music buffs and music fans, and Rev Theory blew us away with their presence and power,” says Phil Maloof, who oversees Maloof Music, the latest venture from the family that reinvented the Las Vegas strip with the Palms, a full-service resort and casino complete with a state-of-the-art, $10.0 million recording studio that has hosted the likes of Michael Jackson, the Killers, and Panic At The Disco. The family’s other operations include (but are not limited to) the Sacramento Kings NBA franchise, the Sacramento Monarchs WNBA franchise, and western distribution rights to Coors and Miller products. “We can, and will, do a lot of ancillary marketing through the NBA, Miller, the casino, and all of our other avenues that we’ve found success with. That is where music is going, and we’re looking forward to taking it the next level.”
“Their first single, ‘Hell Yeah,’ and their next single, ‘Light It Up,’ are anthems that we know will continue to get played at sporting events for a long time to come, then they have the crossover songs, the great ballads that we know will have appeal at different radio formats,” echoes Tony Guanci, a partner in Maloof Music and a number of the family’s other ventures. “We try very hard not to be corporate, so that our products create more of a groundswell, and we expect to apply the same theories here that we do in all of our other businesses, one customer at a time. Rev Theory are the perfect band for us to partner with – The music is already there, once we open up our contacts and marketing machine, it’s only going to further the process and strengthen the momentum.”
Even before the June 10 release of the album via Interscope/DGC/Van Howes Records/Maloof Music/Idol Roc, lead single “Hell Yeah” continues to build momentum. The track has been chosen as the official theme song for the WWE’s “One Night Stand” Pay Per View June 1, and its video became the first video ever to be premiered on XBOX Life, which features more than 12.0 subscribers. The single will also be part of the soundtrack for EA Sports’ best-selling video game “Madden ’09,” which will be released Aug. 12.
“Light It Up” was produced by Brian Howes and Josh Abraham. Howes is most recently known for his work as producer and co-writer on Hinder’s triple-platinum “Extreme Behavior,” and also co-wrote on “American Idol” runner-up Chris Daughtry’s self-titled, quadruple-platinum debut. Abraham’s recent production projects include Linkin Park, Staind, Velvet Revolver and 30 Seconds To Mars.
Well-traveled road warriors, Rev Theory – Rich Luzzi, Julien Jorgensen, Dave Agoglia, Matt McCloskey and Rikky Lixx – will embark on an expansive two-month summer trek with Puddle of Mudd that kicks off July 5 in Des Moines, IA. Other notable summer appearances include a TV performance on CBS that is taped on July 11th at the first ever Maloof Money Cup (a skateboard festival in Orange County produced by the Maloof’s), as well as an August 9 performance at the Sturgis Bikefest, where the crowd is expected to top the 650,000 mark.
For a complete tour itinerary, please visit www.myspace.com/revtheory