SOURCE: Rhino Entertainment

March 30, 2006 09:00 ET

Rhino and Destroy Join Forces to Develop and Market Mobile and Online Products

Content Focused on the Best of Action Sports and Youth Lifestyle Brands

BURBANK, CA -- (MARKET WIRE) -- March 30, 2006 -- Rhino Entertainment, the world's leading pop culture label, and Destroy Entertainment, a leading youth culture company, have joined together to create, market, and sell products for the online and mobile space. The alliance harnesses Warner Music Group's mobile distribution network, Rhino's expertise in catalog development and direct-to-consumer online sales and marketing, and Destroy's original, cutting-edge programming and leadership in action sports and youth lifestyle products.

Featuring such high-energy brands as "Mischief" (Street Racing), "Drift Alliance" (Drifting), "Slammed" (action sport slams), and "Street Prophetz" (DJ Profiles), the Rhino/Destroy network of properties covers every aspect of action sports or youth lifestyle content including motor sports, surf, snow, skate, tattoos, graffiti, music, and import models, to name just a few.

The partnership will develop and market all forms of mobile content including ringtones, ringback tones, video ringtones, voice ringtones, wallpapers, games, streaming videos, and more, through all mobile carrier networks, direct to the consumer via premium short message service (SMS) by texting DESTROY to 74466; and by visiting

Destroy's popularity among young adults -- the most active consumers of mobile content -- puts the joint mobile effort in a position to capitalize on the growing mobile content industry. To meet the market's high demand for fresh content, Destroy will frequently add new products developed from the company's upcoming DVD releases, as well as through acquisitions. Plans are also underway to launch a paid subscription service for Destroy's mobile content, which will allow consumers to access Destroy's mobile products for a monthly fee.

In addition to mobile, Rhino and Destroy will also offer downloadable long-form and short-form video products through digital retail, as well as through the site.

"This strategic partnership is part of Rhino's ongoing effort to expand our popular culture horizons into youth lifestyle material for next-generation digital and mobile services and devices," says Rhino Senior Vice President of New Media Strategy David Dorn. "Mobile entertainment and personalization are core to today's youth. We're excited about our partnership with Destroy and look forward to creating great products with this leading youth entertainment brand."

"Our partnership with Rhino is an opportunity to expose Destroy's cutting-edge films to a wider audience through next-generation delivery platforms," says Destroy Entertainment CEO Eric Boyd, who founded the company in 2004 with company President Sean Murphy. "We are reaching new fans while maintaining our independent spirit, which is an important part of what our company is about. Today's youth document their lives using digital media, and we believe this partnership will deliver the content they're searching for."

"It's Destroy's vision to create new revenue streams by maximizing the potential of our amazing DVD catalog," says Murphy. "The Destroy archive is large and ever-growing, ensuring our ability to consistently provide mobile carriers and consumers with fresh content. Our years of experience with youth lifestyle entertainment uniquely position us in the marketplace to satisfy diehard fans while attracting new ones."

Rhino and Destroy plan to place promotional inserts in all Destroy DVD titles, and all DVDs will feature mobile content as an extra in the navigation menu allowing consumers to sample available ringtones, wallpapers, and more before buying. Additionally, all content will be aggressively marketed through strategic alliances with youth entertainment venues, media outlets, social networking sites, as well as through an extensive online grassroots and viral marketing campaign.

About Rhino Entertainment

Based in Burbank, California, Warner Music Group's Rhino Entertainment serves as the central catalog development, licensing, soundtrack, and television marketing area for the corporation. Rhino develops, markets, and promotes both audio and video products from the vast WMG catalog and through new productions with established artists. The division is also responsible for licensing WMG's music for film, television, and video game uses, and for creating custom premium products.

About The Destroy Team

Destroy Entertainment's mission is to destroy the mentality that embraces mediocrity and challenge traditional media by delivering fringe content that includes urban/lifestyle/street culture/action sport content. Destroy's arsenal of producers ensures that each film authentically represents the alternative and independent lifestyles of their subjects. Last year Destroy announced a multiyear distribution and marketing agreement with Rhino that led to a string of successful DVD releases including "The Adrenalin Crew" (street bike antics), "The Gumball 3000" (the notorious motor sport rally), and "Teckademics Mischief V" (street racing antics).

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