RockOn Snowboarding is one of the raddest shops in Europe and they've just released what is essentially constitutes as a rarity, at least here on the Old Continent: a shop video. Yes, for some reason Euro shops have never really latched onto the shop team movie concept as a promotional tool, but the homies at RockOn like to do things their own way. Here's their first effort, Propaganda, and it will totally make your day, so just press PLAY!
Now that you've had the main course, here's some extra butter with Philipp Ramhofer, RockOn's TM extraordinaire.
Propaganda is one of the best European shop videos we've ever seen, what made you guys decide to make your own movie?
First off, thanks for the props! We are pretty stoked about getting positive feedback! So, two seasons ago I filmed my first real video part with 21INCH (Restless). After this experiment, Jakob (21INCH filmer), Lukas ("peoplegrapher"), Mark (CEO of RockOn) and me sat together and thought about different options. In the end we decided to create a team, and our goal from the very start was to make a sick team vid.
Is a team movie the best way to grow awareness about your shop? What is the message of the propaganda you are trying to spread?
I think the main message is that you can also create a movie without having a huge budget. You just need some motivated filmers and a sick team. The second thing is for sure the image of the shop. I tried to create an image for the shop with the team, the idea is to get people stoked on buying their gear and hanging out at the RockOn store. To answer your first question, yes I think even if you are a shop which sells action sports stuff, its the best way to get your name out there. Naturally you can put in ads in snow mags, but I think if you compare the two options, in my opinion a sick team movie is the best way to advertise your brand. Sadly, not many people in Europe share my opinion, haha. I haven't seen that many Euro shop team movies yet.
How do you pick the RockOn team riders?
The first rider I picked was Marlon. Marlon and I hit our first handrail together a couple of years ago, he also lives pretty close to me. The Bavarian connection came from the 21INCH movie, I had already filmed a couple of times with Michi, Philipp and the weirdest guy on earth, Mr. Raitzchinzski! I think the first time I met Wessel was 3 years ago during the summer in L2A. Even back then he already did some crazy tech stuff. I saw the potential in him to be one of the best rail riders of Europe, and that's what he is today. You just have to remember that he is regular-footed… and then watch the last two tricks in his opener part! Fuckin' BANGIN'!
The team dudes get pretty gnarly, do you have to replace a lot of boards when they snap on some beasty rail?
Haha, I think Dani and I were the only guys who broke boards. I think Dani only broke his board once, but I broke mine 4 times! Four broken boards in one season!!! But most of my friends say it's because I got fat...
Are Euros officially running shit in the streets or are the Scandis still top dog?
In my opinion the Euros keep up with the Scandis. I believe some of them even keep up with the US. Just check out how tech Wessel is, or how creative Dani gets in his part. You could also check Tim's video, MOMENTUM. The Dutch connection is insane!
Does being Team Manager mean you have to slam harder than everyone else to show you're the BOSS?
Yes… Well… Probably, yea. Haha. I had a fun season, and I didn't get the chance to film that often, I was busy working on the Stairset Battle tour. But I don't know, I think I usually need more tries to land my shit, haha!
How can kids get their hands on Propaganda, is it only online or did you guys make some DVDs?
It's free, free for everybody!
Is there going to be another RockOn movie next year?
Wait and see! We might have some big news in the upcoming weeks, so keep your eyes peeled.
All photos by Chris Peiffer.