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Converse infuses Start Me Up with new meaning

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Geoff Cottrill, Converse’s chief marketing officer, at the Williamsburg, Brooklyn space that will soon be a community recording studio.

At the launch of Windows 95, The Rolling Stones licensing Start Me Up for use as a commercial jingle was news, but of course the use of music to make brands was nothing new.    In a continuing conversation with its customers Converse does the obverse: the use of a brand to make music.

The New York Times reported on that Converse is building a recording studio in Brooklyn.  At Rubber Tracks studio, “new and emerging bands” will have the opportunity to record for free.  And free means a lot more than just that you don’t pay.  Converse will not suggest, edit or otherwise “direct” the creative process and the artists retain all rights.

Will the sneaker maker’s patronage transform music into a rival to sports for the propagation of a brand image?

Via the New York Times

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October 21st, 2010 at 4:20 pm