The Converse-Soulja Boy, Matt & Kim, Andrew W.K. viral marketing collaborative track, "I'm a Goner," is a prime example of artist-corporate product placement done right.
The Converse-Soulja Boy, Matt & Kim, Andrew W.K. "I'm a Goner" collaboration isn't the companies' first foray into cross-genre music making. Last year, Converse enlisted Best Coast, Kid Cudi, and Rostam Batmanglij of Vampire Weekend for a song entitled "All Summer," as a part of their "Three Artists, One Song" campaign.
This collaboration appears to be their finest. The track, "I'm a Goner" is a breezy, pop ditty penned mostly by Matt & Kim. The video sees Matt & Kim, Andrew W.K., and Soulja Boy trapped overnight in a morgue, where they rise from the dead and throw a massive dance party. The video is as fun and humorous as the idea of getting these three artists together.
Enjoy.
What's Driving This Trend
- Cross-genre Collaborations
- More and more companies will team up with multiple artists from different music genres to produce unique music that can appeal to a wider audience, encouraging more sponsors across different sectors to think outside the box on collaborative opportunities.
- Viral Marketing Campaigns
- There will be an increasing rise in the popularity of viral marketing campaigns within the music industry for product promotion and placement.
- Indie Music Artists
- Advertising companies will increasingly prioritize the ability of indie music artists to communicate authentic emotions through their music as a critical criterion for deciding who to work with.
Who This Affects Most
- Music Industry
- The music sector will continue to collaborate with companies and brands outside of its industry for promotional purposes, extending its marketing and audience reach.
- Footwear Industry
- Sneaker and footwear brands will increasingly sponsor more cross-genre music collaborations to position themselves as influencers that support creative and artistic culture.
- Marketing Industry
- Marketing companies will increasingly collaborate with indie music artists to create more authentic, meaningful music and use it as a vehicle to build brand equity.
