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Converse Tries on a Comfortable Pair of Magazine Pages

New, Humbler Print Ad Features Brooklyn Band Foreign Islands

By Published on .

Foreign Islands - Coverse ad

Foreign Islands - Coverse ad

In Converse's new print ad, featured in April's Spin magazine, the brand takes a backseat and subsidizes a promotion for a young indie band. We've been pretty critical of the "Converse Century" campaign and all its implications, but this two-page photo of Foreign Islands is a much humbler, honest execution: All five members of the spazzy post-punk group are wearing Converse shoes as they chill in mid-jump. The logo is small and giving the band's MySpace URL will definitely lasso some readers.

For all marketers looking for a musical voice, becoming a tastemaker/advocate is essential. Surprising music listeners with something wonderful is how respect is built in this space -- the name Apple should go without saying -- and offers the possibility of genuine attachments with consumers. Especially in such a blog-bloated and radio-reduced marketplace, there are so many opportunities for brands like Converse to step in and recommend records like a friend would.

We're not even saying that Foreign Islands will be the next Vampire Fire or something, and some might say dance-punk's time has come and gone, but sticking one's neck out for musicians with a vision will never go out of style.
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