As part of its continuing efforts to improve brand awareness and drive growth, Rossignol Snowboards has teamed up with the Lyricist Lounge, an internationally recognized hip-hop based brand name and company. Over the past 13 years, the Lyricist Lounge has consistently presented qualityevents and products, having produced hundreds of showcases, three albums, seven domestic tours, two seasons of the MTV sketch comedy series “TheLyricist Lounge Show”, and two DVD projects entitled “Lyricist Lounge presents Best of Hip Hop Videos” and “Dirty States of America.” The list ofLyricist Lounge’s hosts and performers reads like a who’s who of hip-hop: Eminem, Mos Def, The Roots, Sean “Puffy” Combs, Talib Kweli, De La Soul,Notorious B.I.G., Q-Tip, and the list goes on.
Hoping that the partnership will help to further anchor both brands in the Snowboarding community, Lyricist Lounge Co-Founder Anthony Marshall plans to “bring what we have brought to hip hop over the last 13 years to Rossignol Snowboards’ events, the mountains and to snowboarding.”
Rossignol Snowboards’ North American Division Manager Michel Lessard is also excited to capitalize on the deep roots that the Lyricist Lounge possesses within the hip-hop culture. “I amconfident that our partnership with the Lyricist Lounge will enable Rossignol Snowboards to continue to expand its reach throughout the snowboarding community and further strengthen the brand in North America, especially in those markets that are based in hip-hop and urban culture.”
Aside from their overlapping interest in the urban market, both Rossignol Snowboards and the Lyricist Lounge share a common ideal-to exposeundiscovered raw talent and encourage a spirit of progression, be it on the streets or in the mountains. Both companies have proven to have been, and continue to be, springboards of development for many of today’s pro-riders and hip-hop all-stars. Rossignol Snowboards and the Lyricist Lounge will debut their partnership by co-hosting east coast events this March.