Gap Draws From Varied Palette for Web Music Promotion

Swizz Beatz, Dntel Offer Up Color-Coded Tracks

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According to Billboard, Gap is set to launch a technicolor online music promotion the day after Valentines' Day. To draw attention to it's splashier clothing line, the retailer asked The Raveonettes, Dntel, Swizz Beatz, the Blakes and MariƩ Digby to use a specific color as inspiration for an original song, which would then be made into a video by "up-and-coming" directors.

The site will reportedly go live on the 15th, and consumers will be able to stream, watch and download the new songs.

Swizz Beatz, an influential producer and rapper, was assigned the color green, and he's so proud of his composition that he'll promote it when he -- and all the other musicians -- gets the rights back after the one-month campaign is over.
"I didn't want to do a song I wasn't comfortable giving to the DJs," he says. "I took the approach of, 'How would I use green in a painting without making green the main ingredient, and use it in the slickest way?'"
The other participants range from the moderately successful on a major label -- The Raveonettes, Dntel (the electronic half of Postal Service) -- to The Blakes, an inconspicuous indie garage rock band. Somewhere in the middle is MariƩ Digby, who some may remember from her Hollywood Records-sponsored "homemade" video of herself covering "Umbrella," which garnered 2.4 million YouTube views.

The Gap is hoping this campaign will be a little more transparent but just as viral.

[Via Billboard]
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