NORTH ANDOVER, Mass. (August 20, 2012) – Today, CONVERSE Inc. announces a unique partnership with Indaba Media, the entertainment technology and marketing company, providing online music programs that give musicians the opportunity to create and build awareness for their music both in and outside of the recording studio. The online music programs are an extension of Converse Rubber Tracks, the state-of-the-art recording studio in Brooklyn, NY where musicians can record for free. The new partnership with Indaba Media allows Converse Rubber Tracks to unleash the creative spirit of musicians globally through unique opportunities to create original music and remix existing content.
“This new partnership brings the Converse Rubber Tracks experience to Indaba Media’s incredible online music community and allows us to stay connected to Converse Rubber Tracks alumni. We’re excited to offer more opportunities that allow musicians to flourish,” said Geoff Cottrill, Converse Chief Marketing Officer. “Indaba Media aligns closely with our brand conviction to support artists around the globe.”
Indaba Media operates Indaba Music, the leading online community of over 700,000 musicians and marketplace for music opportunities. The new program includes an exclusive Converse Rubber Tracks community within Indaba Music that is open to all Converse Rubber Tracks recording artists.
“Both Converse and Indaba Media are laser-focused on supporting and developing musical talent. Together, we are launching a series of programs that connects amazing music from the independent community with millions of fans,” said Sean Rosenberg, Senior Vice President of Business Development, Indaba Media. "One of the biggest challenges facing emerging artists is getting heard, and we are proud to roll out this partnership to help that cause.”
Converse Rubber Tracks celebrates the launch of the partnership with six unique music programs for musicians:
Converse Rubber Tracks Facebook App: Audio and video created by the artists who have recorded in the Rubber Tracks studio will now be available for fans to discover and share via Indaba Media’s custom Facebook App. The app will appear on Converse’s official Facebook page and will provide a ‘lean-back’ experience for fans. This means that fans can push play once to listen to a playlist that spans dozens of indie artists. Fans can also pull up their favorite selections on demand, leave comments and share with friends.
disCOVERed SERIES: Make it Blackchallenges the Indaba Music community to create new covers of three classic songs that include the word ‘black’ in their title (“Blackbird” made famous by The Beatles, “Black Water” made famous by The Doobie Brothers, and “Black Horse and the Cherry Tree” made famous by KT Tunstall). Between August 6 – 13, fans will vote for their favorite cover of each song. Three winners will be selected to record their version of the song at Converse Rubber Tracks studio in Brooklyn between August 20 - 24. The winning covers will be debuted on the Converse Facebook App on September 6, 2012.
“Warrior” Remix: Converse Rubber Tracks and Warner Bros. Records have teamed up to release the stems to “Warrior,” one of Converse’s most successful “3 Artists. 1 Song.” collaborations featuring Kimbra, Mark Foster, and A-Trak. The Indaba Music community will be invited to submit remixes of the song. The Grand Prize Winner will receive $2,500, a Converse gift card, and their remix will be featured on Kimbra’s web properties and streamed on www.converse.com. Five honorable mentions will be chosen from the ten most voted on submissions and will receive Converse gift cards. The contest will launch in August and run for six weeks.
Rubber Tracks In the Mix: Songs recorded at Converse Rubber Tracks will be turned over to the Indaba Music community to remix. In the first installment, Converse will showcase Converse Rubber Tracks recording artist, I Am Lightyear, by inviting the entire Indaba Music community to remix the song “Lose Myself.” The winner will receive a cash prize and Converse gift card. Rubber Tracks Remix will launch September 2012.
MyMusicRx: Converse Rubber Tracks will bring the first in a series of charitable initiatives to the Indaba Music community with the Children’s Cancer Association’s MyMusicRx program. This digital program connects seriously ill kids to the healing power of music. Kids and teens can register at MyMusicRx.org to have their musical idea turned into songs from the Indaba Music community. The idea can be an original lyric, melody or audio stem. As songs are created, the kids in the MyMusicRx program will vote for their favorites. The Grand Prize Winner’s tracks will be distributed through music retailers including iTunes and all proceeds will be donated back to the MyMusicRx program. The Indaba functionality will launch within the MyMusicRx program December 2012.
In Search of Sound: Brooklyn: Launching in October 2012, the new video content series will allow artists to create original music from sounds of various landmarks and establishments in Brooklyn. These sounds could include the sound of cutting meat at a local deli, the passing cars on the BQE, or the clanging of tools together. The first installment of this series will be done by artists on the Fools Gold record label. These sounds will then be release to the Indaba Music community to create original music.
To learn more about these opportunities visit www.indabamusic.com.
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About Converse
Converse Inc., based in N. Andover, Massachusetts, is a wholly owned subsidiary of NIKE, Inc. Established in 1908, the Converse brand has built a reputation as “America’s Original Sports Company”™ and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and the One Star® shoe. Today, Converse offers a diverse portfolio including lifestyle men's, women's and children’s footwear, apparel and accessories. Converse product is sold globally by retailers in over 160 countries and through 67 company-owned retail locations in the U.S. For more information, visit Converse on the web at www.converse.com.
About Converse Rubber Tracks
Converse Rubber Tracks is a state-of-the-art recording studio that is located in the Williamsburg neighborhood in Brooklyn, NY. The 5,200 square-foot, full-service recording space aims to support emerging artists and serve as a catalyst for creativity by providing them access to a top-level recording studio at no cost. Artists and bands of all genres and ages from around the world are encouraged to apply and, upon acceptance, may reserve time in the studio to work alongside a team of experienced engineers. Fully equipped with the best instruments and equipment supplied by Converse Rubber Tracks partner Guitar Center, artists will spend time creating their work and in the end retain all the rights to their music. Through Converse Rubber Tracks, Converse is giving back to the creative community that has embraced the brand throughout its over 100 year history. Converse Rubber Tracks provides a platform for artists to unleash their creative spirit that will change the world.
About Indaba Media
Indaba Media, LLC is an entertainment technology and marketing services company. Established in 2005, the company operates Indaba Music (www.indabamusic.com), a musician community and contest platform with over 700,000 independent artists, as well as Indaba Synch (www.indabasynch.com), a portal for licensing the best emerging content from the Indaba Music community. Indaba Music pioneered the online music collaboration and community space when it launched in 2007, enabling anyone with internet access to create, edit and mix studio-quality music online. Indaba Music now provides musicians with opportunities ranging from remix contests to sync and licensing opportunities to branded marketing programs. Indaba Music currently boasts musicians from 205 countries and territories. To date, Indaba Music contests have featured artists and brands including Daft Punk, Red Bull, Snoop Dogg, Peter Gabriel, Linkin Park, Yo-Yo Ma, Paul Simon, Foster The People, Bacardi and Usher.
About MusicRx
The Children’s Cancer Association believes that whether you’re making music or listening to it or sharing it, there’s something about music that has the power to heal. Music does more than just fill an environment; it transforms it. In 1995, CCA created MusicRx, an innovative in-hospital program that lets kids express themselves by writing their own “music prescription.” Today, MusicRx has expanded to include MyMusicRx.org. Through partnerships with companies including Converse, Indaba Music, FADER/Cornerstone, iTunes, Atlantic Records, Nike Women, Anomaly, and Gatorade, MyMusicRx enables young patients to register for access to exclusive video greetings and song dedications from their favorite celebrities, free downloadable games and apps, and to connect with other teens.
Press Contact:
Keith Gulla
Converse / 646-563-7318 / keith.gulla@converse.com
Allison Elbl
ID-PR / 323-822-4851 / aelbl@id-pr.com
Sonia Aneja
Cornerstone / 212-652-9323 / sonia@cornerstoneagency.com
Kate Pokorny
Indaba Media / 617-797-5174 / kate@indabamusic.com