(This story has been corrected. Please see note at bottom for details.)
Converse Rubber Tracks, the musical/marketing concept that the shoe company launched in 2011 with a full-service recording studio in Brooklyn, is coming to Los Angeles in the form of a pop-up studio, and the first roster of bands chosen to participate has been announced.
The studio will be popping up at Swing House Rehearsal Studios in Hollywood and will offer no-strings-attached music-making time for young bands and solo artists, who are invited to record a song that will be distributed via Converse's Rubber Tracks website, but which the artists retain the ownership rights to. Those selected for this installment are Holladay, Nola Darling, Rocky Business, Marz Lovejoy, Vince Staples, Def Sound and Coultrain.
The convergence of bands and brands is an ever-evolving aspect of the music business, and in recent years initiatives involving some of the world's most prominent clothing, soft drink and lifestyle companies have taken on a new form: a kind of corporate patronage system in which hip artists are sought as a way to build a connection between fans and brand.