Brands want association with bands, that we know. But they often want edgy, unheard-of indies, mainly to keep things fresh and deliver something totally unique. It's so simple, it's stupid.
Enter Diesel, which has been encouraging the world to “Be Stupid" lately. Now, according to details tipped to Digital Music News over the weekend, Sonicbids is joining the fun and minting a brand-focused unit in the process.
As part of a broader launch of Sonicbids Brands, the two companies are joining forces to allow unsigned artists to compete for lots of gear, services, and plum gigs. But this is no ordinary battle-of-the-bands. The Stupid for Diesel World Cup takes inspiration from classic sports brackets, and asks fans to demonstrate just how “stupid" their zealotry has become at each round. A typical example includes getting a tattoo of the band's name, and fans can also win prizes for their ridiculousness.
Sonicbids members can upload at no charge, while non-members can enjoy a free trial subscription. “Independent artists are authentic, entrepreneurial and eager collaborators, and brands like Diesel get that," commented Sonicbids CEO Panos Panay. The Brands launch and Diesel deal will be officially announced later this week. The action is at music.diesel.com.
Enter Diesel, which has been encouraging the world to “Be Stupid" lately. Now, according to details tipped to Digital Music News over the weekend, Sonicbids is joining the fun and minting a brand-focused unit in the process.
As part of a broader launch of Sonicbids Brands, the two companies are joining forces to allow unsigned artists to compete for lots of gear, services, and plum gigs. But this is no ordinary battle-of-the-bands. The Stupid for Diesel World Cup takes inspiration from classic sports brackets, and asks fans to demonstrate just how “stupid" their zealotry has become at each round. A typical example includes getting a tattoo of the band's name, and fans can also win prizes for their ridiculousness.
Sonicbids members can upload at no charge, while non-members can enjoy a free trial subscription. “Independent artists are authentic, entrepreneurial and eager collaborators, and brands like Diesel get that," commented Sonicbids CEO Panos Panay. The Brands launch and Diesel deal will be officially announced later this week. The action is at music.diesel.com.
