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Los Angeles, CA (January 2013) – Electus and Shady Films have announced the launch of “Detroit Rubber,” a reality series that follows Rick Williams and Roland “Ro” Coit, owners of the Burn Rubber sneaker shop as they attempt to balance family life with their growing business in Michigan’s tough economic climate. Executive produced by Eminem and Paul Rosenberg for Shady Films and Ben Silverman and Drew Buckley for Electus, “Detroit Rubber” will premiere January 29th on YouTube.com/LOUD.

Take a sneak peek at the first episode:


“The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work,” says Eminem. “We’re excited to show the world what they’ve created here in The D.”


Friends and self-proclaimed “sneakerheads,” Williams and Coit were first-time business owners when they purchased the Royal Oak, MI-based Burn Rubber from its previous owner back in 2007. Since then the store become not only a staple in Detroit’s sneaker and streetwear culture, but is known internationally as a top shopping destination for those seeking hard-to-find shoes. Complex magazine recently named Williams one of “50 Most Influential People in Sneakers Right Now,” citing the store and his collaborations with companies such as New Balance and Reebok. Rick and Ro face challenges every day as they grow Burn Rubber into a worldwide lifestyle brand, but nothing compares to their ambitions today:  opening their second location and a brand new lifestyle brand, two/eighteen. Watch the drama unfold as the guys hustle to keep the ship afloat, managing a crazy cast of characters while maintaining their clout in Detroit hip hop culture.

Williams and Coit’s celebrity clientele, many of whom will be seen in upcoming episodes of “Detroit Rubber,” includes Big Sean, Mr. Porter, Royce Da 5’9 and Prince Fielder, first baseman for the American League champion Detroit Tigers. In the series’ premiere, Fielder enters the store looking for an extremely rare pair of Jordan 4s, a shoe Rick and Ro have never even seen in person. Their backs against a wall, Rick and Ro have to call in a massive favor that might not even pay off.


Conceptualized by Electus Founder and Emmy and Golden Globe winning producer Ben Silverman (The Office, Mob Wives, Fashion Star), LOUD is the newest home for fresh, edgy, entertaining series featuring celebrities and popular YouTube™ talent, creating a blend of unique characters and buzz-worthy content that launch into the collective consciousness of pop culture. LOUD launched in Summer 2012 with an array of hit series including: K-Town, Watsky’s Making an Album, Ben Baller, and Massholes, and most recently, Coogan Auto. LOUD content has been viewed over 18MM times.



Electus is the first integrated multimedia entertainment studio to unite producers, creators, advertisers and distributors under one roof and produce all forms of content for distribution across a variety of platforms around the world. Headed by Ben Silverman in partnership with IAC [NASDAQ: IACI], the company connects advertisers, distributors and content creators early on in the development process, enabling marketers and advertisers to be a true partner in campaigns and content creation. Electus International, the global distribution arm of Electus, is responsible for all international sales and distribution for Electus’ programming and its studio partners as well as programs and formats from other well-known 3rd party providers. For more information on Electus, visit www.electus.com.



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