For the past four years, the Maloof brothers have listened to demos from enough bands to fill every room in their Palms hotel. None impressed enough to earn a spot on their Maloof Music label. Until now.
On June 10, Rev Theory (formerly Revelation Theory), a hard-rock five-piece based in New York City, will release Light It Up, the first album on the imprint—a joint venture between Maloof Productions and Universal Music Group subsidiary Interscope Records.
“We’ve been brought countless bands to listen to, but four or five months ago Interscope brought us this one,” Phil Maloof, chairman and CEO of Maloof Productions, says. “We heard recordings, and we got to see them live, and we were blown away. They’re very talented musicians, and they work hard.”
The Maloofs will celebrate the project with a June 12 party at the Palms’ Rain nightclub, following that night’s Stone Temple Pilots show at the Pearl. Earlier in the day, KOMP will host an in-studio Rev Theory performance.
Rev Theory, formed in Massachusetts by Merrimack College buddies in 1997, has already reached No. 24 on Billboard’s Mainstream Rock chart with the disc’s first single, “Hell Yeah.” The band is slated to support Puddle of Mudd on tour later this summer, and non-album track “Voices”—the official theme song of WWE wrestler Randy Orton—has received nearly 70,000 plays on YouTube since May 21. Maloof Music partner Tony Guanci predicts that’s just the beginning.
“This is a company with a lot of different resources and a lot of different relationships joining up with one of the largest record labels in the world to spin tentacles out to areas that are not typical music-company strongholds,” Guanci says. “With Rev Theory, we’ve been able to get Miller [Brewing Co.] very interested. Carl’s Jr. is very interested in being part of it. Their songs will be featured on the Madden 09 video game. They’re on NASCAR 09. They have the theme song for Wrestlemania. And it goes on and on and on. This is music you’re gonna hear for a long time to come, at sports venues and other big events. It’s anthem music.”
Next up for Maloof Music: The debut album from Ali Lohan, 14-year-old sister of actress Lindsay Lohan. But don’t look for the label’s roster to balloon from there. “We don’t want a bunch of artists,” Phil Maloof says. “Ultimately I see Maloof Music with maybe four or five artists total. We want quality, and we like to be more hands-on. Like when you’re a Palms customer, you’re a face and a name, you’re not just a number. We want to carry that to the record label. We’re there for the guys from Rev if they need something. We want to do things for them that maybe other labels couldn’t do.”