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TAILOR-MADE TUNES
Most runway shows feature a recorded mix of songs but Eli Goldstein and Charles Levine, who run a Boston-based music consulting business called Soul Clap, said brands are taking this further and commissioning songs from artists.
Hip-hop artist Pharrell Williams, Santogold and Julian Casablancas of The Strokes recorded a song for Converse, while dance-rock band LCD Soundsystem made a track for Nike (NKE.N: 行情).
Brands are looking for new ways to solidify their identities because everyone is overstimulated with visuals all the time, said Goldstein, who has spun records live at Calvin Klein shows.
Goldstein said Louis Vuitton's (LVMH.PA: 行情) hiring of French DJ duo Daft Punk to produce music for its Spring 2008 show had widened the luxury brand's appeal to younger consumers.
Bill Meadows, who handles music for Miami-based advertising agency Crispin Porter Bogusky, said deepening relationships between musicians and brands are related to the music industry's financial woes.
The record industry is suffering ... and there's been a very serious effort on the part of artists' managers, labels and everyone to seek opportunities to affiliate with brands ... for additional revenues, said Meadows, who worked on a Volkswagen campaign using songs from Wilco, which he said spurred the band's record sales.
While a corporate partnership once spelled the end of artistic integrity in the eyes of some, Meadows said there has been a huge change of heart among artists.
UNDER-USED OPPORTUNITY
EBay Inc Style Director Constance White said runway shows have often introduced her to new artists, especially when CDs are given to the audience. But such promotion is uncommon, she said, and a missed opportunity.
Here you have in the audience an incredible group of influencers who any marketer would pay to get in front of, White said. They're everyone from editors and broadcast journalists to stylists and trendsetters.
Edwards the music producer said managers and agents are realizing this and reaching out with new musicians, while designers are more receptive. He said he once organized indie band The Walkmen to play a Cynthia Steffe show.
But not only emerging bands do fashion shows, he said, and that could be exciting for designers such as Rebecca Taylor who have a strong affinity for a particular artist.