By Amusement Today | February 7, 2013
GRAND PRAIRIE, Texas — Six Flags Entertainment Corporation, the world’s largest regional theme park company, and Roadrunner Records, prominent international rock record label, a member of the Warner Music Group family of labels, today announced a new partnership, including the release of an original song created for a Six Flags roller coaster. The Full Throttle edition of “Live it Up” will be released by Australian rock band, Airbourne, for the opening of Full Throttle at Six Flags Magic Mountain in Valencia, Ca., the tallest, fastest looping roller coaster in the world.
The song will be released to rock radio in late spring followed by its in-park debut at Six Flags Magic Mountain with the ride opening. The Full Throttle edition of “Live it Up” will be featured throughout the newly themed five-acre section of the park where guests will experience high-energy action through fast-paced imagery, sound and lights, with additional music featuring various Roadrunner artists. The launch will be further supported nationally in all theme parks, Roadrunner and Six Flags online and social media channels, live events and press outreach.
“Theme music is synonymous with television, movies and even sports. It’s a natural extension to bring original music to a world-class roller coaster, like Full Throttle,” said David McKillips, Senior Vice President of Corporate Alliances, Six Flags Entertainment. “Roadrunner Records had the creative vision and talent to match the heart-pounding speed and adrenaline the ride experience delivers, backed with a content partnership that provides best-in-class entertainment to our guests.”
In addition to the song’s release, Six Flags and Roadrunner will be working together on programming to be featured on Six Flags digital networks, which includes the Nielsen-measured Six Flags Television Network. The content partnership will air Roadrunner videos in ride-line televisions and help drive awareness, music downloads, and sales for Roadrunner’s breadth of rock artists.
“This is an innovative partnership that brings together two great brands and allows Roadrunner to bring music to millions of entertainment-seeking consumers in a new way,” said Michael Easterlin, General Manager of Roadrunner Records. “Six Flags’ ability to generate awareness through the Full Throttle attraction and its national media network provides a unique outlet for fans to instantly access our music.”
“Live it Up” will be included on Airbourne’s upcoming album, Black Dog Barking which will be out on Roadrunner May 21, 2013. Airbourne’s infectious music has been used in more than 20 video games, countless films, trailers and more. Inspired by the likes of Judas Priest, Thin Lizzy, AC/DC and Motörhead, Airbourne has been winning fans since 2003 with their high energy, whiplash-inducing working man’s rock ‘n’ roll.
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