Log in

WSM Changing Name to Rhino

8 Aug, 2005 By: Jessica Wolf

Welcome back, Rhino. Warner Strategic Marketing's name change to Rhino Entertainment is all about the brand.

When you're talking about music product and you say “Rhino,” people just get it, said Paul DeGooyer, VP of the new Rhino Entertainment.

“It's such a wonderful brand, and it just shows that we're making a statement,” he said.

The Rhino brand name goes back to 1973, when Richard Foos opened up a small record store in Santa Monica, Calif. Rhino, the record label, was born four years later. In 1998, Time Warner, which already owned 50 percent of Rhino Records, bought out the other half. Since then, Rhino has been part of the Time Warner family, under the conglomerate's Warner Music Group (WMG) arm. In 2001, Warner launched Warner Strategic Marketing (WSM), which incorporated Rhino, WMG Soundtracks, WSM Home Video, Warner Special Projects and WMG's television marketing department.

Some titles still will be released under the Warner Strategic Marketing moniker, like the upcoming Barbra Streisand DVDs, DeGooyer said. But the overarching company will be called Rhino Entertainment.

“Rhino is one of the great brands of the business,” DeGooyer said.

Add Comment