Prior to becoming the worldwide phenomenon it is today, the BAM Group was contracted by Sports and Entertainment Limited (SEL) to publicise the Crusty Demons Freestyle MX Show in Australia.
BAM Media built on the underground profile the ‘Crustys’ enjoyed through the sales of its extreme motocross DVDs. The thought of the Crusty Demons remaining low profile and underground was soon shattered!
The program showcased the spectacular action the Crusty Demons provided and showed the event as being more akin to a hardcore rock concert than any other arena-based motoring activity – thus extending the brand past its video/DVD sales.
The media launch garnered national coverage, unveiling the unique and gnarly personalities of the riders, as well as generating spectacular visuals that showcased their athleticism. For many Australians, it was the first time they had been exposed to anything like freestyle motocross.
The original tour was scheduled for just one event in Sydney, Melbourne and Brisbane, but so successful was the media program, the original number of shows was increased to eight – each selling out and leaving unlucky fans eager to obtain tickets.
The future success of the Crusty Demons and their annual Australian tours was built off the back of the program that BAM Group devised and implemented. Meantime, the The Crusty riders went from being fringe, underground motocross riders to mainstream action sports stars with endorsements collectively worth millions of dollars.