John Crooke brought in the corporate side of branding to the discussion and talked about how music is being curated by some forward thinking brands.
“It’s fairly apparent now that there are those forward leaning brands that actually do care and think about how do they sincerely build an identity around music and how do they connect with…an audience”.
There will and has always been a corporate stigma tied to certain artists who work with the major brands on advertisements. But the thing that has changed here over the past 20 years is that the lesser known brands are relying on their music to create an honest identity. Sort of like what red bull has done with extreme sports. Matt even points out that he would have never believed anyone 20 years ago that he would walk into a retail store and hear a band he would come to love.
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