Photos http://www.nationalwriterssyndicate.com/gallery/sixxam 

MTV Senior Executive Peter Baron announced that the literary work would be branded as an MTV/VH1 book and supported with a full range of "on channel, off channel and on-line" programming, including heavy support of the music video for "Life Is Beautiful," which he showed to the media. In introducing the clip, which was also directed by Paul Brown, Baron described the video as "visually bringing the book to life," by combining band performance with edgy animation of the book artwork. Sixx: A.M. - "Life is Beautiful"

Sixx also announced that 25% of all book royalties would go to benefit "Running Wild In The Night," a charity that he began in association with Covenant House, Los Angeles. George Lozano, Executive Director of Covenant House LA, which helps rescue homeless and runaway youth from the street, called Nikki an "inspiration" and "role model" for the kids helped by his organization. To underscore the point, Lozano introduced Irwin Gonzalez, an 18-year old rescued by Covenant House, who said that because of people like Nikki who help provide an alternative to the lifestyle of the street through music, he had been given "the gift of hope." Sixx, a former runaway himself, said he was drawn to the organization because "music gave me the opportunity to get off the streets and gave me something to live for.

Following the press conference, downtown Los Angeles experienced a 115-decibel tumbler when Sixx: A.M made their world premiere with a live set featuring 5 songs in front of the press and contest winners from radio & MySpace. The thundering sound was accompanied by synchronous visual projections of animation and artwork from the book.