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.
The Converse Soulja Boy, Matt & Kim, Andrew WK Song is Collaborative
Jordan Sowunmi — September 17, 2011 — Marketing