When Corporate and Indie Collide 1

by Langston • Marketing • Tags: , , , ,

Andrew Hampp ( @ahampp ) of Billboard Magazine recently authored an article about corporate America’s increasing interest in underground/indie music. Check it out here.

I have recently attended a couple of corporate-sponsored Independent hip hop shows. The first was the Swisha House Records Christmas Party sponsored by Swisher Sweets. This $10 concert featured a number of lesser-known Swisha House artists along with some of Houston’s burgeoning hip hop talent. Concert goers were given a number of free products including cigarillos, lighters, and condoms in exchange for their email addresses.

The second, the Red Bull Skooled Tour, followed a slightly different model. This tour was organized by Austin-based DJ/writer Matt Sonzala and sponsored by, obviously, Red Bull. The tour features a collective of up and coming Texas artists and each stop of the tour is headlined by a particular rap legend (in Houston it was Mannie Fresh). The idea is that these up and coming artists will learn from the veterans by travelling and performing with them. Although no products were given away, the show itself was free.  It was a smart move on Red Bull’s part as their investment in indie music helps cement their relevance among that particular consumer base.

While I don’t know the financial details of these corporate shows, I can’t help but think that participating artists benefited greatly . The exposure alone is worth any possible drawbacks.

Check out the article and let us know what you think.

-Langston