Billboard magazine

Ritchie Valens’ Image Reborn With New Licensing Deal

C3 Entertainment, Press Releases, Ritchie Valens, The Big Bopper, Winter Dance Party

 

Billboard – 8/26/2016 by  –

Valens’ branded La Bamba Cola, limited edition guitars and video games part of merchandising strategy to bring Latino rock-n-roll pioneer to young audiences

La Bamba Cola, on-line video games and limited-edition guitars are some of the products planned to bring revive the popularity of Ritchie Valens. The new licensing and merchandising deal by Southern California-based C3 Entertainment marks the first time that the image of the teenage Latino rock pioneer — who died with Buddy Holly in a 1959 plane crash — will be promoted through an official licensing initiative sanctioned by Valens’ family.

“More than a retro endeavor, the multicultural aspect of Valens’ licensing program is pivotal,” Ani Khachoian, C3 Entertainment’s Executive Vice President of Licensing, Merchandising and Distribution, told Billboard via email. “We want to make sure every fan has the opportunity to rediscover this rock ’n’ roll icon, and that we introduce Valens to new audiences. He was a talented, positive young man, who worked hard. It’s a wonderful legacy for young people.”

C3 also represents the legacy of The Big Bopper, who died in the snowy crash with Valens and Holly while on their Winter Dance Party tour. In addition, C3 created the licensing program for John Mueller’s Winter Dance Party, a current touring tribute show featuring Mueller — who starred in The Buddy Holly Story stage musical — performing as Holly, with other artists paying homage to Valens and the Big Bopper.

Valens, best known for his hit “La Bamba,” signed to Del-Fi Records in 1958 and recorded two albums, releasing singles that included “Donna,” which reached no. 2 on the Billboard pop chart. The 1978 movie La Bamba, starring Lou Diamond Phillips with music performed by Los Lobos, brought Valens’ story to new audiences; the soundtrack album sold 2 million copies in the United States.

C3’s Khachoian says that a La Bamba Cola beverage is set to be manufactured and distributed by the Rocket Fizz Soda Pop & Candy Shops chain. Online games, clothing and collectibles are also in the works. “We’re passionate about securing limited-edition guitars – Valens played several different models of guitars,” Khachoian adds. “We are also positioning him for advertising and live events.”

Read article on Billboard

 

 

C3 Entertainment To Represent Rock ’n’ Roll Legend Ritchie Valens For Licensing & Merchandising

C3 Entertainment, Press Releases

GLENDALE, CA – August 8, 2016 – C3 Entertainment, Inc. announced a new license to represent Rock ’n’ Roll legend Ritchie Valens for licensing & merchandising. Valens made history as rock music’s first Latino star with popular songs such as “La Bamba” and “Donna.”

The famous singer, songwriter, and guitarist joins fellow artist, The Big Bopper on the C3 roster. The license is with Hi-Tone Five Corp representing the Ritchie Valens estate.

Ritchie Valens C3 Entertainment, Inc.

Courtesy of Globe Photos

Credited with being the forefather of the Chicano rock movement, Valens was one of the original pioneers of Rock ’n’ Roll. His revolutionary household classic, “La Bamba,” fused elements of a traditional Mexican folk tune with rock ’n’ roll.

Valens began recording for Del-Fi Records in 1958. In a career spanning only eight months, he recorded three albums of over 30 songs and released nine singles including five chart-toppers with “Donna” peaking at #2 on the Billboard pop chart in 1958.

Since his untimely death at the age of 17, his music has gained in popularity and influenced generations of musicians. Jimi Hendrix and Carlos Santana are both cited as influenced by Valens’ guitar playing. Artists from Led Zeppelin to Los Lobos have recorded his music.

Valens was inducted into the Rock ’n’ Roll Hall of Fame in 2001, is remembered with a star on the Hollywood Walk of Fame and a U.S. Postage Stamp.

Ani Khachoian, C3’s Executive Vice President of Licensing & Consumer Products said, “Ritchie Valens is a legendary artist that still resonates today. We are honored to add this classic brand to the C3 roster and explore new opportunities to share Valens’ legacy with his loyal audience as well as a new generation of fans.”

Ritchie Valens along with legendary musicians Buddy Holly and The Big Bopper died in a tragic plane crash on February 3, 1959, during their Winter Dance Party tour; a day referred to as ‘the day the music died’.

About C3 Entertainment, Inc: C3 Entertainment, Inc. is a diversified Entertainment and Media company engaged in motion picture, television, digital and home entertainment production and worldwide distribution, as well as licensing and brand management of world famous classic brands and personalities. For more information, please visit www.c3entertainment.com.

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© C3 Entertainment, Inc. 2016