Legendary hip hop entrepreneur Steve Rifkind, who developed the idea of street teams and is founder of the Loud Records label, which produced such hip hop and rap acts as Wu Tang Clan, Xzibit, Three 6 Mafia, Mobb Deep, Tha Alkaholiks, the X-Ecutioners and Dead Prez, as well as the current online "Battle Rap" competition on its Loud.com website, has set his sights on the energy drink business by launching Loud Beverage Corp. with veteran exec Ron Urban.

"We will launch this product market by market in the manner of breaking records," says Loud's Rifkind. "In addition to traditional beverage marketing, we utilize radio, DJs, mix tapes, club nights and promotions with non-traditional entertainment and lifestyle accounts. This company's rich musical history has its roots in marketing, and that's the same approach we are taking with Loud Energy Drinks."

Loud Energy Drinks currently come in two flavors (Classic Mix and Sitrus Stunner), with a third (Grapple Sauce) in production and a fourth (the sugar-free Pomberry Zero) completing formulation. The drinks, unlike other products, are lightly carbonated, providing energy components as well as essential vitamins and healthful ingredients.

"The key strengths of the product are taste, packaging and marketing," adds Loud Beverages principal Ron Urban. "Energy drinks are a huge lifestyle category. We're linking this product with music and the Loud culture to create something a lot more compelling for our target audience."

The packaging incorporates the well-known Loud logo, one of the most recognized brands in all of pop and hip hop culture, in a streamlined 12 oz., can with a sleek, cool look. By December, the drinks will come in stylized four and six-packs that resemble a woofer from a speaker and an old-school boom box, lending itself to co-branding and promotional opportunities.

Local promotions are planned with partner Universal Music Group at such retail outlets as Dimple, Rasputin, Hastings and more than 200 independent indie accounts. The product will also be on sale at select FYE stores this holiday season.

"The brand has been well-received everywhere," says Rifkind. "The ability to break the product through marketing is actually running ahead of distribution."

Loud Energy Drinks are currently available in San Francisco, Los Angeles, San Diego, New Mexico, Texas, Atlanta, Memphis, New York City and suburbs, with Virginia, Maryland, DC, Pennsylvania and New Jersey added to the list within the next month.

The Loud Energy 2008 Tour, with a full slate of corporate and entertainment sponsors, is slated to start in January and will run for six months, hitting

26 major markets.

Loud Beverage Corp. also has several lines in development, including Loud Shotz, a two-ounce sugar-free energy/vitamin/antioxidant shot, which will launch in November with two flavors. In addition, there are plans for a co-branded artist launch of four organic vitamin waters in 2008, along with Loud Sex shots.