GRAND PRAIRIE, Texas
Feb. 7, 2013
/PRNewswire/ -- Six Flags Entertainment Corporation (NYSE: SIX), 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 first-ever release of an original song created for a 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 (
), 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
, 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.