|From left to right: Andy Schuon, Sean Combs and Keith Clinkscales|
Seven years after he first conceived a new kind of all music channel, Combs is pouring tens of millions of that into launching a service aimed at 18 to 34 year olds – members of the Millennial generation – who consume more music than ever but not necessarily in traditional ways like listening to the radio or watching cable TV. Combs has chosen Keith Clinkscales, who helped Quincy Jones launch Vibe magazine and spent years doing content development for ESPN, to be CEO of Revolt TV. He hired former MTV programming chief Andy Schuon as president. They have been working with a team of more than 100 other hires, mostly at Los Angeles headquarters and in New York City, to figure out how to make the all music formula work on TV. Two decades after he founded Bad Boy Records, Combs at 44 seems confident he can reach the younger generation and build a significant business by reaching his audience on Facebook, Twitter, Instagram and other social media as a way to lure them to watch his cable channel. He calls it the first launch in the era of social media. His pitch is simple. It will be fresh, new and unlike what you have seen before. “I said it twice,” he recently tweeted, “and imma say it again. No Rules. Anything can happen. @RevoltTV.” Revolt TV also has a movie division, Revolt Film, which to date has one picture and one documentary under its belt. The movie, Lawless, starring Shia LaBeouf and Jessica Chastain, was released in Aug. 2012 and grossed about $51 million worldwide. Revolt Film came on board Lawless as a financier after it's premiere at the Cannes International Film Festival. So will Combs rule as he has in hip-hop, fashion and as a vodka salesman? He has said he is ready to do and spend what it takes for as long as it takes.
“You can feel music now bringing back the excitement and emotion of the timeless years,” read another Revolt TV tweet. “It's a marathon, not a sprint.”