Frontside, at that time, was a video production company. They were born from action sports. Robett also owned Airtime which was New Zealand's largest action sports network. They had recently finished season four TV show for which Frontside was the production team for. They had started to make videos for the sponsors of the show (G-shock for example) that was outside of the show itself. Robett saw an avenue that Frontside could start making video content for more businesses and brands.

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