For Jardine, "Endless Summer" isn't simply the name of his band or a perpetual state of mind-it's also a brand. His Endless Summer Brand, an extension of the harmonies of sun, surf and music, is being developed as a license for application on products in virtually every merchandise category. From sunscreen to schnapps, board wax to wearables, the label will resonate the popular theme, offering shoppers a never ending summer experience.
But first, there's the reunion Beach Boys fans throughout the world have been anticipating for the last ten years. On Tuesday, June 13, from 12:30 to 1 p.m. PDT, the surviving founding members of the legendary band (Jardine, Mike Love and Brian Wilson) and later addition Bruce Johnston will gather on the rooftop of the famed Capitol Records building in Hollywood. [the publicist sent this to us after the fact, don't blame us for how old it is]
At the widely covered media event, they will each receive double-Platinum awards celebrating domestic sales to date of more than two million units of the group's most recent hits compilation, 2003's Sounds of Summer: The Very Best of the Beach Boys. Helping to introduce them to a whole new generation, the recording-which gathers, for the first time, 30 of the band's biggest hits (including four #1 smashes) on one CD--is a true phenomenon that has been on the Billboard Album Chart for 155 weeks and counting.
Capitol/EMI Music Catalog Marketing will host the festivities, which will also include an announcement and product artwork unveiling by the band members of a 40th Anniversary commemorative re-release of the seminal album Pet Sounds, in addition to the next compilation, Warmth Of The Sun, which is tentatively scheduled for a 2007 release.
"The success of Sounds Of Summer is a testament to the quality of the great songwriting that The Beach Boys had, and I'm truly honored to be part of this amazing, enduring legacy," says Jardine. "Carl Wilson said it best when he called what we do 'the music of joy.' When you think about the innocence of the time when we started, and the condition of the world today, the joy these songs reflect is something we definitely need. I'm looking forward to a wonderfully uplifting moment with my fellow band members."
Earlier this year, Jardine recently teamed with MOPAR ("Motor/Parts"), The Cannery in Las Vegas and Fender Guitars for a branding campaign on behalf of the national automotive organization. From March 23 to 26, he participated in a 300 mile Scottsdale to Las Vegas "MoPars at the Strip" cruise, which culminated in a performance by Jardine's Endless Summer Band at the event's car show and festival at the Las Vegas Motor Speedway. MoPar is the auto parts and service arm of the DaimlerChrysler Corp's U.S. brands.
Jardine brought an exciting air of real Fender history to the event, as it was the Beach Boys who, by so visibly using Fender instruments and amps, gave a huge boost to the fledgling southern California company back in the early '60s . At the event, Jardine graciously loaned his weathered white '62 Stratocaster to Fender so that it could be "cloned" by Fender Custom Shop craftsmen over the next year to create a new limited edition Al Jardine Signature Guitar, which is scheduled for release in 2007.
Fender also gave Jardine new equipment for his home recording environment called Red Barn Studios. "It's incredible to be involved with Fender in this way and have a signature line among greats like Jimi Hendrix and Stevie Ray Vaughn," he says. "A big thank you goes out to the company for providing The Beach Boys with these instruments in the very beginning. Otherwise, we would've been playing gut-string guitars and stand-up bass, which we did play on our first album, actually, before we even understood what a Fender guitar was, in 1961."
Together with sister DEP company TripleTake Media, Jardine's management company, Edge Management, is currently putting the finishing touches on a number of media deals based the renowned folk song and subsequent Jardine-authored children's book SLOOP JOHN B. In 2005, Jardine, wrote "Sloop John B: A Pirate's Tale," a highly acclaimed fun-filled pirate adventure for children based on the classic folk song. The storybook, illustrated by noted artist Jimmy Pickering, tells the tale of a young boy and his grandfather who get trapped by pirates at sea, but triumphantly defeat the pirate and his crew. Edge and TripleTake are representing the Jardine property as a fully-integrated entertainment and licensing franchise.
Among the upcoming dates by The Endless Summer Band starring Al Jardine-an outfit which, he says, "truly does credit to the Beach Boys music"-are June 30 at the Sky City Casino in Acoma, NM, a corporate event July 2 in Captiva Island, FL with the Surf City All-Stars and the 4th of July in St. Paul at the Taste of Minnesota festival.