ST. LOUIS--(BUSINESS WIRE)--Somewhere between Hollywood Boulevard and Madison Avenue lies Market Street, where, instead of lavish production studios or high-end marketing firms, you’ll find the famous Gateway Arch. In the shadow of this landmark that both ideologically and physically separates the eastern U.S. from the west, a group of marketing entrepreneurs have leveraged their 15 years of industry experience to launch a successful television production company—NoCoast Originals.
NoCoast, which currently has five shows jointly produced with Coolfire Originals – also based in St. Louis – that are either airing or about to air on three different cable networks, was created by the co-founders of Javelin, Inc, an experiential marketing firm best known for creating tours, publicity stunts and more for large, national brands.
The firm’s principals—Brad Carsten, Donna Meier, Jen Novak and Jon Maurice—needed a new creative outlet for their personal and professional interests. Their natural affinity for storytelling and passion for authenticity, heritage and the unsung moments of life in the heartland fueled the early success of NoCoast, which is dedicated to creating television shows that celebrate the many faces of Americana.
“The U.S. entertainment industry is shifting its focus from the ‘hustle & bustle’ coasts and embracing the characters of Middle America. Shows that feature true Americana are finally getting the attention they deserve,” said Carsten, co-founder of Javelin and executive producer at NoCoast Originals. “Since we live, work and embrace the heartland, we offer a unique perspective to authentic storytelling in this genre, and we have access to some of the most intriguing characters.”
A lifelong obsession with speed, hot rod culture and Americana led Maurice and Charlie Smith, NoCoast’s fifth partner, to a friendship with speed freak, current world record holder in the Cannonball Run and three-time Gumball Rally winner Richard Rawlings, whose supersized personality inspired the first NoCoast show, “Fast N’ Loud.” Starring Rawlings and his crew at Gas Monkey Garage in Dallas, Fast N’ Loud was picked up by the Discovery Channel, debuted in June 2012 and quickly climbed to the number one spot in the network’s Monday night lineup. It is the first successful show to come out of St. Louis in 40 years. Today, each new episode is viewed by 1.4 million and 4 million more watch the show during the week.
Bolstered by the success of Fast N’ Loud, NoCoast went on to create a second show, “Resale Royalty,” featuring Maurice’s wife, Laura. A style maven with a flair for the dramatic, Laura Maurice co-owns the St. Louis-based Women’s Closet Exchange with her mother, Sue McCarthy, and sister, Diana Ford. The show, which will begin airing on the Style Network on May 12, chronicles the drama and adventures of the mother/daughter trio as they continue building their 25-year-old empire of re-selling name-brand designer clothing to an ever-growing group of fanatic customers.
Rounding out the NoCoast shows that have been green-lit for airing is "American Field Trip," a travel series expected to launch this summer on NBC Universal’s new Esquire Network. The show features Matt Hranek, a photojournalist who has been capturing his experiences of Americana through his blog, The William Brown Project, since 2010. Inspired by his blog, the show will follow Hranek as he combs through American culture and dives head first into it. Episodes will find Hranek interacting with all manner of characters from local farmers to celebrity chefs and exploring luxurious, turn-of-the-century resorts, dive bars and up-and-coming denim designers.
Additional shows are in production and coming out soon on Discovery and History. If all goes according to plan, NoCoast will produce five more shows by the end of this year.
“Our first four shows highlight the variety of characters and stories we at NoCoast plan to bring to American audiences over the next several years,” said Maurice. “We are all about genuine characters that break the stereotypes, and there seems to be no shortage of those in the heartland. We have a half-dozen shows currently awaiting the green light for production, and there’s certainly more where they came from.”
Javelin (www.javelinexperiential.com) is a full-service marketing agency specializing in brand storytelling. For more than 15 years, it has delivered research-based strategy, tactical creative and logistical execution to help local and national brands become more entertaining and develop their authentic voice. Every Javelin program is designed to change perceptions, influence behavior, and improve brand affinity.
About NoCoast Originals
NoCoast Originals (www.nocoastoriginals.com) is a content company devoted to mining and telling authentic stories rooted in the best of America, then and now. It produces original, docu-reality, docu-soap, scripted television and music. Its producers are genuinely and passionately focused on interesting people, off-the-beaten-path places, and well-made things that are often overlooked, discarded or forgotten completely. They continually seek out and celebrate real stories and the real characters behind those stories.