Slap Magazine has a great feature on Slayer. Check it out.

You’ve been pretty effective with social media. That is something pretty much any company can try to replicate. How important is that for you and your brands?

I don’t think it’s very important.

Really?

I don’t think so. I think it’s one of the biggest, overhyped things in all of media today. I feel like the effectiveness behind reaching 800,000 MySpace friends, 400,000 Twitter people, is an incredibly small percentage of people where there’s a direct effect, a direct touch. The value in it, I think, on a celebrity level, is you can ground yourself and show yourself a little bit more and address certain things. There’s a realness to it. Even though a lot of celebrities stay away from it, or it’s just all business where they try to promote something. But I really believe it’s the most absolute overrated promotional piece in media. Nothing compared to like you doing a really funny incredible viral video — millions of people see it.

But that’s part of social media too.

Right, but again, that’s content-driven. You’ve created something strong enough that makes somebody else send it to somebody else. I think virally, it’s massive. But sending out like, “Hey, new T-shirts in stores!” on Twitter, I would say that half a percent are affected by it and ever make a move on it.

Really Rob! You don’t think social media is important and you think it’s the most overhyped thing in media? I assume you’re joking. You realize that without your current social media presence that most of your ventures would not be as successful. I saw a teaser for Wild Grinders on theberrics.com. I learn about the latest Rogue Status collaboration on Radcollector and find out about the latest Fantasy Fun Factory on Myspace. It’s all about Social Media.

DC launches a new online zine. The new zine features lots of cool content, including skate footage, features and video interviews. Check it out at dc7zine.com

When the weather is good, you have to get out and get your skate on. Check out Nuge, Thomas Bonillia and Abdias killing it at Hollebeck and Garvana. Peep the kickflip that the Nuge does onto the crazy teeter board thing.

This commercial never made it on air, but it should have. Makes me want to drink High Life. Note the Devo song.