• by April 26, 2004

WEATHER CHANNEL ROCKS - One of the Riff's diversions during the upfront season is trying to figure out the connection between the musicians who perform at the upfront presentations and the networks who sponsor them.

Sometimes, it isn't difficult. MTV Networks no doubt have the most mo. At last year's big event in the Madison Square Garden Theater -- the first for the combined networks, and quite a show -- Elton John and Kid Rock each played a set. The fact wasn't lost on the media buyers there, who marveled at the sight of Elton John. And if you missed the symbolism, "Daily Show" host Jon Stewart was there to point it out:

"Elton John, people. They gave you Elton John," Stewart said. "Now would you buy some [expletive deleted] ads?"

The Riff can't wait for the MTV Networks' upfront this year. MTV exec Mark Rosenthal promised an even bigger event this year. The Riff believes him.

This year's upfront presentations have been all over the map musically, and without question, full of quality: Ashanti performed at Lifetime's morning event. Former Nickelodeon star Alanis Morissette performed at Nickelodeon's upfront presentation at Roseland. Cartoon Network's Adult Swim had a well known DJ, Dangermouse. And TBS/TNT pulled out all the stops with a 45-minute-long performance by former Police frontman Sting.

But who would have thought those Atlanta-based hipsters at The Weather Channel would bag what has been in Riff's humble opinion the best act so far of the upfront season.

The Weather Channel's upfront presentation last week in Manhattan had style. From the fun motifs -- a beach volleyball game (complete with beach), a ski machine that exhausted even some hardbodies, white turtlenecked servers -- to the engaging executives and a brief, concise sales message, The Weather Channel had it going on.

One thing, however, tugged at The Riff. How did The Weather Channel, with none of the star power of MTV Networks or Turner, snag Maroon 5, one of the hottest acts in rock music today? Weather Channel executives attributed it to serendipity but it was a lot more than that. Turns out they had one member of the band pulling for them all along.

James Valentine, lead guitarist for Maroon 5, is a huge Weather Channel fan. A huge fan.

That was evident during the performance, when Valentine seemed to be amused by the site of Weather Channel on-air hosts getting down during the band's 45-minute set. And it was apparent after the performance, when The Riff caught up with Valentine.

"So I hear you're a big fan of The Weather Channel," the Riff asked Valentine as he signed autographs for Maroon 5 fans and the parents of Maroon 5 fans.

Valentine nodded. The other members of the band, he said, are from Los Angeles, where the weather is pretty much the same day after day.

"Dude, I'm from Nebraska," Valentine said. You have to turn to The Weather Channel all the time, because you never know what kind of weather's going to hit you, he said.