Wednesday, June 25, 2008

Shinedown w. 12 Stones & Rev Theory

Posted on Wed, Jun 25, 2008 at 4:00 AM

Release Date: 2008-06-25

Say this for Rev Theory: The New York - by way of Massachusetts - hard-rock quartet has a genius for cross-promotion. They don’t merely make music, they release multi-media advertisements for their own career longevity, with a bottom-line stance so brazen it feels silly to even suggest that they’re selling out. How can you sell out when you never sold in?

Over the last three years, they’ve participated in the “Girls Gone Wild Rocks America” tour (saving the planet, one hard-on at a time), premiered their video for “Hell Yeah” on Xbox Live, licensed their song “Light It Up” to Wrestlemania, and hooked up with Vegas high rollers the Maloof brothers to play the Maloof Money Cup skateboard festival.

They further pandered to wrestling dorks by including Wrestlemania vixen Ashley Massaro in their video for “Hell Yeah.” That clip sets the bar pretty high for all aspiring, high-voltage, rocks-for-brains videos. Massaro struts through a nondescript diner, looking like Pamela Anderson’s younger sister, and leads mohawked lead screamer Rich Luzzi on a high-speed desert chase, which turns into a bumper-car game for grownups. For guys who are eternally 14 going on 40, the idea of car-crash-as-courting-ritual will surely be appealing. The rest of us will wonder why Luzzi didn’t simply ask for her number. Shinedown with Rev Theory, 7pm Wed, Jun 25, $27, Scout Bar, 19314 U.S. Hwy. 281 N., Ste. 1

Gilbert Garcia

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