Relativity Goes Rogue (Or Just Ravin'…)

This is either a brilliant idea for a new revenue stream… or a really screwy scheme. But I call dibbs on the serial-killer sweatshirts. Ryan Kavanaugh’s Relativity Media just announced it’s developing a “lifestyle brand” out of its newly acquired Rogue Pictures specializing in low-budget genre films.

“In the effort to fully leverage the distinctive look and product of the Rogue banner, Kavanaugh revealed that the company will include a clothing line, social networking ventures, and continued production of motion pictures which appeal to 15-25 year old audiences. ‘As we delved into this, we learned the name Rogue resonates with young people not just as a movie brand, but also as an overall lifestyle brand, in a manner that we have never seen before,’ said Kavanaugh. ‘It encourages fans to embrace films and fashion across all avenues of their lives, especially within the digital space. Through, we are able to effectively engage in a conversation with our 15-25 year old audience.’”

The Rogue lifestyle brand launches today claiming to embrace “the convergence of pop culture, music, and fashion. Like these culturally, artistically, and digitally enlightened trendsetters, Rogue embraces culture, history, and style with a smirk. With the ability to harness the pop culture-making power of the big screen and directly connect it with the mass grassroots (mass-roots) communication power of social networking, the Rogue brand provides the ultimate in digital connectivity.”


It will be promoted across media platforms in programming and partnering with media outlets like The Jimmy Kimmel Show and KROQ. Rogue promotions will include a Rogue-designed rock and roll tour bus, which will serve as publicity for Rogue pictures and offer free products, celebrity meet-and-greets, and information on upcoming films and projects. There’ll be a RogueLife digital platform with web 2.0 spokes including MySpace, Facebook, Twitter, Digg.

The Rogue clothing line will kick-off featuring hoodies, t-shirts and hats. Initially these items will be available for purchase online by June 2009 and expansion into stores is planned for later in the year. Eventually, the clothing line is expected to include jeans, sneakers and other apparel items for the 15-25 year old trendsetter. Plans are being solidified now as to whether it will be a line under another label or be its own standalone brand.

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