It's common sense to deem musis as experiential. After all, listening to music or going to a concert is a truly experiential activity. No wonder that there's so much corporate sponsorship of music — it creates emotional connectivity that is experiential to its core.
But Converse is taking an even deeper approach to music sponsorship. According to this article in Fast Company:
The shoe company is building a studio in Brooklyn called Converse Rubber Tracks, which will provide artists with free recording time in exchange for future promotions. Converse is not looking for revenue from the songs themselves–artists will actually keep ownership rights–but it is hoping to gain access to on-the-verge bands, which will generate good will for the brand for helping to break them and get Converse in on the ground floor.
I love this. Converse it providing a true benefit. Call it the Red Bull model of helping athletes.
Most bands you hear about still come out on Warner, EMI, Sony, Universal or one of the "big four" subsidiaries. But brands like Converse do have the power to alter the archetypal trajectory of up-and-coming artists.
This isn't sponsorship, per se. It's more than that. It's deeper. It's a tacit partnership and a big sign of support for a brand and a band.