Absolut released its “creative visionaries” video series, featuring artists like Lenny Kravitz and Jay-Z. Mountain Dew hosts Green Label Sound, a digital outlet showcasing free singles from indie, hip-hop and electronic musicians. Vans, after 15 years, continues to sponsor the Warped Tour.
In so many words, brands are no strangers to emerging artists and music subcultures. It’s a symbiotic relationship: branded platforms provide musicians the exposure they’re looking for to break-out (or expand), while sponsors reap the benefits of any success the artists achieve (and look hip by association).