Altamont [a shoe and clothing company] gave us $1000 to help out with our show, which we used to rent $1000 worth of back line for all the bands to use. As I mentioned, it's not about completely disavowing participation from outside agents, it's about using them to your advantage. If Altamont sells a few pairs of shoes because of our show, we're fine with that - we feel like we got what we needed out of our relationship with the company.It's the reaction to this statement, in particular, that I'm interested in seeing. As somebody that works in marketing (and is conscious that the profession is a constant moral quagmire), it seems like a straightforward understanding of how the industry, and the world in general, works -- Altamont wants to sell shoes, Altamont will give you money to help your band in exchange for you promoting Altamont, and your band's tacit approval of Altamont products will (Altamont hopes) lead to increased sales.
One of the more creatively heinous examples of branding I learned about this year was the Green Label Sound record label, which is a branding exercise of Mountain Dew soda. When my friend was offered to do a record with Green Label Sound for many thousands of dollars, I was happy to concede that it was a great deal for his specific band. Then I saw the giant 4 panel billboard for Green Label Sound right next to Stubbs on Red River St. Great for Chromeo, Neon Indian and the two other bands on the advert I forget ("great" in the sincere and non-facetious sense) and realized how maybe it was a bit more of a serious issue than I'd thought. Think of all the bands that had to blow their wallets apart to get to their one sxsw showcase, and all the partiers who had to pay to fly or hitchhike from Greenpoint or Plymouth to get to Austin in order to create the cultural critical mass that allowed Mountain Dew to greenlight a giant billboard in the epicenter of American indie rock.seems like you're being a bit deliberately obtuse. I champion Mike's statement that "it's about making an conscious decisions," but I have no evidence that his friend wasn't making a conscious choice to sign with Green Label, accepting that he was helping promote Mountain Dew and this was an acceptable compromise to give his band the exposure and whatever cred being on "Green Label" would provide.
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posted by Shepherd at 5:37 AM on March 26, 2010 [1 favorite]