Three of the key relationships developed by JVC include Nikki Sixx, music producer, founder of Americoma Records and founding member of Motley Crue and 58; Shaun Palmer, snowboarding and mountain biking world champion and winner of the 2000 ESPY Awards for Extreme Sports; and Jason Maxwell, skateboarder extraordinaire. Sixx and Palmer are both featured on the JVC Times Square billboard which was recently unveiled.

Under the "Ride the Wild Side" promotion, by purchasing JVC products, consumers will have the opportunity to obtain products from a full range of well known music and action sports brands, including Fender Guitars, Palmer Snowboards, Hoffman BMX Bikes, DNA/Status Skateboards, Outlaw Apparel, Dragon Sunglasses, and music and movies from companies like Capitol Records, Beyond Music, and New Line Cinema. The Wild Side promotion takes extreme prizes a step further allowing consumer to accumulate points to experience a Wild Side Weekend with Shaun Palmer on a snowboard or mountain bike, with Jason Maxwell on a skateboard, or at the sound board at concerts with Nikki Sixx of Motley Crue and 58.

For every purchase of qualifying JVC products from the audio, video, color television, mobile entertainment, and recording media divisions, consumers receive Wild Side points that can be exchanged for this full range of great products from JVC's partners. The Wild Side promotion runs through September 30th, giving consumers the entire summer to amass Wild Side points. A range of point values is assigned to JVC products, as well as the Wild Side prizes. Once a consumer has acquired enough points, they can select items ranging from CDs and DVDs to Hoffman BMX bikes and an autographed Buddy Guy Stratocaster from Fender. Consumers can find detailed information about the promotion on a flash movie with downloadable pdf files at www.jvc.com

To make the promotion even more exciting at retail, the Wild Side Consumer Sweepstakes gives consumers the opportunity to win a Wild Side Weekend of their choice. Participating retail sales associates have the opportunity to win one of these Wild Side weekends for selling JVC products as well.

To support the promotion even further, JVC has developed a number of relationships with other summer concert tours to provide an additional incentive to retailers to participate in the Wild Side promotion. These include relationships with alternative band Tantric as well as the Go-Go's and classic rock icons, Yes. JVC will host receptions for retailers and consumers in many markets at these concert dates over the summer of 2001. JVC will continue its tie to alternative music with a promotional relationship with the Tattoo the Earth Festival in the fall of 2001. Tattoo the Earth features top new heavy metal and alternative acts along with a village of the top tattoo and piercing artists from around the world (see www.tattootheearth.com).

"JVC tries and succeeds at talking to the kids, where they hang. They want to be on the edge rather than just another big company," says Nikki Sixx.

"JVC is constantly looking for ways to utilize our relationships and partnerships with other companies," says Harry Elias, executive vice president and COO of JVC Company of America. "The Wild Side Promotion is a great way for JVC to promote our products, provide incentive to JVC retailers to highlight our products, and give consumers a chance to earn great prizes when they purchase JVC merchandise. It's a win-win situation for everyone involved."

JVC is supporting the Wild Side Promotion with an extensive marketing and public relations campaign. This initiative includes advertisements in several national, men's, and alternative publications and on the Internet, radio, promotions in the top 50 U.S. markets, and a press outreach to consumer electronics editors, trade outlets and a mix of vertical publications. The Wild Side promotion will also be featured on JVC's Times Square New York billboard in June, July and August. In addition, point of purchase materials will be featured at JVC retailer locations.

Link for more info: www.jvc.com