Converse: Harnessing musical creativity

Converse is following up its successful music collaboration from 2008 between Pharrell Williams, Santogold and Julian Casablancas with yet another incarnation of its ”Three Artists.  One Song” campaign. The original song from 2008 netted 750,000 video streams in the first four days of release and the new collaboration is set to be just as successful.

This time the Nike owned footwear brand is teaming up with Bethany Cosentino of Best Coast, Rostam Bamanglij of Vampire Weekend, and Kid Cudi to create an original piece of music.  The resulting creation will be downloadable via the Converse blog in July, with an accompanying music video set to launch later in the summer.

Geoff Cottrill, Chief Marketing Officer of Converse, referred to Bethany Cosentino as having a “refreshingly honest and clean musical style” and said that having her involved with the new collaboration was a “no-brainer”. It’s this 'honest' approach that has set Converse’s song creation activity apart from many other brands. The brand facilitates the action but leaves the artists free to be creative, thereby resulting in a piece of work that feels genuine rather than forced.

Converse is currently seeding three teaser micro documentary videos to pre-empt the release of the song featuring the three artists talking about their creative journey.

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