Rev Theory Talks JVC Mobile Entertainment's "Turn Me On 4: Decades", Hanging with Candlebox, and Collaborating with Jonathan Davis of Korn
Wed, 11 May 2011 09:31:44
Every year, JVC Mobile Entertainment waves the flag for rock 'n' roll like no other brand out there with their Turn Me On viral video campaign.
To date, the series has exceeded over 30 million views and counting by allowing some of the brightest and most badass bands out there to run wild on camera. However, with Turn Me On 4: Decades, JVC Mobile Entertainment has built a viral video that rivals most of this summer's movies. It hits May 18th on EgoTv…
For Turn Me On 4: Decades, Lita Ford, Candlebox, Puddle of Mudd, and Rev Theory take viewers down memory lane, while spotlighting the future of rock 'n' roll via some entrancing and explosive vignettes. It's raucous, rowdy, and everything that rock should be…
In order to dive deep into this unique campaign, ARTISTdirect.com editor and Dolor author Rick Florino spoke to Rev Theory singer Rich Luzzi about Turn Me On 4: Decades and so much more in this exclusive interview…
Photo Credit: Heather Detert
How did Rev Theory become involved in the 2011 JVC Mobile Turn Me On 4: Decades campaign?
We've known Chad Vogelsong [General Manager Marketing, JVC USA Mobile Entertainment Division] for a while, and he's always been an advocate for the band. When the whole thing came up, they asked if we wanted to be a part of it. We said, "Absolutely" as soon as we heard what it was all about. It's an amazing campaign that receives millions and millions of views each year that they do it. It's really cool JVC wanted to include as the face of the future of rock.
What was your favorite part of the video?
Our part was pretty cool. We got to do the party scene, and the live performance was a lot of fun for us. It was great to see the whole video develop over the two days of the shoot and get to meet Lita Ford and Kevin Martin of Candlebox. It was also a blast hanging out with the guys from Puddle of Mudd who we've done a lot of shows with. It was an honor to be a part of it.
It seems like the video really emphasizes each individual band's personality as well.
It was all about letting us be who we are. That was the cool part about it. The creative control wasn't overbearing. We were able to go out, have a good time, and be who we are.
Was it interesting to swap stories about the music biz with Lita Ford and Kevin Martin?
Absolutely! The record industry is a different marketplace. You can see where it's at even by Candlebox wanting to be a part of this. It's in a different place, but it all comes full circle.
Were there any memorable stories from the "Turn Me On" shoot?
It was cool hanging out with Kevin. He was a really nice guy. It was really fun to be able to chat about the business and hear how his stories about how it's changed.
How did Rev Theory initially get signed?
In 2003 and 2004, we wrote a bunch of songs and released an EP. We went to a bunch of major labels and nobody was really biting. At that point, it was either call it quits or figure out how we were going to do it on our own. We teamed up with an independent label that was an offshoot of Century Media. We financed our own record and went on tour for two years in 2005 supporting our independent release. We sold about 50,000 copies just touring on our own. After that, we had some major label interest and that's when Interscope picked us up back in 2007.
How did the "Justice" remix with Jonathan Davis of Korn come about?
Our management is friendly with their management, and we were looking for somebody to guest on the record so we sent it over to him. He liked the track and agreed to do some work on it! I first heard Korn in high school. I played football, and that was always on in the locker room! I'm a big fan for sure.
Are you excited for Turn Me On 4: Decades when it debuts May 18th?