K-Swiss will pay homage to its roots with the launch of an annual California Music Month in April 2010. K-Swiss will partner with multi-Platform Content Provider, Amos Content Group (ACG) and online music retailer Rhino.com to celebrate a range of influential Californian musicians through a series of online programs.

Visitors to the K-Swiss website and the Rhino web site (www.rhino.com) will be able to access unique video and music content commemorating the five decades in California music that have inspired the K-Swiss brand beginning on April 1 and April 5, respectively.

California Music Month coincides with the unveiling of K-Swiss’s Vintage California sneaker, a style that was first developed in the 1960s and is now being resurrected and re-launched for Spring/Summer 2010.
“Weve created California Music Month to further engage K-Swiss with its California roots,” said David Nichols, Executive Vice President of K-Swiss.  “California music from the last several decades parallels our playful and fun vibe, and we are pleased to be able to celebrate the individual artists with this first- of-its-kind video and online program.”
California Music Month content will include a five-part video series, dubbed California Classics, devoted to exploring the best music of the Golden State. The series, directed by ACG Creative Director Monty Miranda, will be hosted by Amos and will release alongside exclusive blog posts written by noted music critics in addition to interviews with iconic musicians. K-Swiss will also host an Album Of The Week interactive feature on Rhino.com beginning April 5. Each week Rhino will feature a different, celebrated album and coinciding video from each of four decades, spanning the 1960s to 1990s. Rhino’s iTunes room (www.itunes.com/rhino) will also be dedicated to the California Music Month theme as well as Rhino’s Damn Fine Day music blog and daily email blast (www.damnfineday.com) which will promote a California Music Month song each week. Additionally, a giveaway opportunity will go out to all Rhino.com subscribers, the winners of which will receive new and coveted K-Swiss footwear.

Additional California Music Month content will be promoted on viral networks including the Associated Press, Adult Swim, Bite Network, Yahoo! Music/GetBack Blog and SodaHead. California Music Month will also live in social media via K-Swiss’s official Facebook, Twitter and YouTube channels. Celebrated artists include the following:

Jefferson Airplane
Grateful Dead
Sly & the Family Stone
Janis Joplin with Big Brother & the Holding Company
The Beach Boys
Jan And Dean
Dick Dale
The Surfaris

Crosby, Stills, Nash and Young
Fleetwood Mac
Dead Kennedys
Black Flag
The Runaways
Guns N Roses
Quiet Riot
Van Halen
Mötley Crüe
The Bangles
The Go-Go’s
The Motels
Oingo Boingo
Snoop Dogg
The Red Hot Chili Peppers
Green Day
Jane’s Addiction
No Doubt
Rage Against the Machine
Jane’s Addiction
Queens of the New Stone Age
Black Rebel Motorcycle Club
Airborne Toxic Event
Silversun Pickups